Innovation management and marketing in the high-tech sector: A content analysis of advertisements

Journal article


Publication Details

Author(s): Gerhard D, Brem A, Baccarella C, Voigt KI
Journal: International Journal of Management
Publication year: 2011
Volume: 28
Journal issue: 1
Pages range: 330-348
ISSN: 2277-5846
Language: English


Abstract


Advertizing high-technology products is a tricky and critical task for every company, since it means operating in an environment with high market uncertainty. The work presents results of a content analysis of 110 adverts for consumer electronics products which examines how these products and the incorporated technology are communicated to the customer. Based on established coding schemes, the content and the appeals of the adverts are evaluated by coders. The results show that these adverts are very informative, mainly have rational appeals and feature products being in the early stage of their life cycles. Regarding the specific content, the ‘mother brand’ is shown to play a very important role. On the other hand, the results show that incorporated technology, its superiority and functionality do not play an important role in the advertisements.


FAU Authors / FAU Editors

Baccarella, Christian Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management
Brem, Alexander Prof. Dr.
Lehrstuhl für Technologiemanagement
Voigt, Kai-Ingo Prof. Dr.
Lehrstuhl für Betriebswirtschaftslehre, insbesondere Industrielles Management


How to cite

APA:
Gerhard, D., Brem, A., Baccarella, C., & Voigt, K.-I. (2011). Innovation management and marketing in the high-tech sector: A content analysis of advertisements. International Journal of Management, 28(1), 330-348. https://dx.doi.org/10.2139/ssrn.2433961

MLA:
Gerhard, Daniel, et al. "Innovation management and marketing in the high-tech sector: A content analysis of advertisements." International Journal of Management 28.1 (2011): 330-348.

BibTeX: 

Last updated on 2018-23-06 at 08:53