n Management Dynamics : Journal of the Southern African Institute for Management Scientists - An exploratory study of the tactics used to launch high-technology products in Israel : lessons for South Africa




High technology has been in the international spotlight in recent years as business leaders, investors and policy-makers increasingly focus on its indispensable role. Experts point out that the world is in the midst of the second industrial revolution, which will transform modern industry, and usher in unprecedented opportunities for economic growth and gaining a comparative advantage. This second industrial revolution is driven by high-technology inventions. Against this background, the primary objective of this study was to investigate the influence of selected launching tactics on the sales success of high-technology firms in Israel. The empirical results show that product, promotion and technical product-information tactics exert a positive influence, while place tactics exert a negative influence on the sales success of high-technology products


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