Journal article
Revenge of the Marketing Concept
Business horizons, Vol.23(3), pp.49-53
06/01/1980
DOI: 10.1016/0007-6813(80)90032-4
Abstract
Every year the US spends a smaller percentage of its gross national product (GNP) on basic research and development. Today's research and development largely focuses on existing products, markets, or process bases, rather than on the development of new ventures or technologies. By shifting from ''science push'' to ''market pull'' research and development, much creativity, technological parity thoughtful product strategy, and a commanding market position have been sacrificed.The shift toward market-based research and development could have nation-wide implications. More countries are competing in markets once considered to be exclusively American territory. Major technological advances are required to achieve competitive parity., The Federal government is becoming more cognizant of the inhibiting effects of regulation on innovation. The removal of governmental restraints could promote more basic research, since the stringent regulatory climate in the sciences has induced a defensive shift toward the marketplace where the regulatory climate is freer and the risks are fewer.
Details
- Title: Subtitle
- Revenge of the Marketing Concept
- Creators
- Peter Riesz
- Resource Type
- Journal article
- Publication Details
- Business horizons, Vol.23(3), pp.49-53
- DOI
- 10.1016/0007-6813(80)90032-4
- ISSN
- 0007-6813
- eISSN
- 1873-6068
- Publisher
- Elsevier Science Ltd
- Language
- English
- Date published
- 06/01/1980
- Academic Unit
- Marketing
- Record Identifier
- 9984963197102771
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