Sustaining Competitive Advantage in a High-Technology Environment: A Strategic Marketing Perspective

The fortunes of high-technology firms depend on investments in intangible capital, which is comprised of intellectual capital as well as marketing capital. While the importance of intellectual capital - R&D capability, human capital, and the like - has been well established, the central role of complementary marketing capital - in the form of brand name and other marketing assets - in the process of innovation nerds greater understanding. The paper examines this issue conceptually and, drawing upon the evidence from pharmaceutical and software industries, provides managerial implications from a marketing strategy perspective.