MARKETING AND TECHNOLOGY STRATEGY IN A "MEDIUM-TECH" STARTUP: A MODEL FOR CONCURRENT DEVELOPMENT

Abstract

The computer industry is characterized by a number of successful and unsuccessful start-ups. Past studies of innovation have presented "market pull" and "technology push" models to describe the development of new products. This paper proposes a synthesized model of concurrent technology and market strategy development. This model is illustrated with a case study of a successful "medium-technology” start-up company. For this start-up firm, market needs drove the development of technology while the technology enabled the firm to achieve its market strategy.