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Identifying organizations that are likely to acquire technologically complex products and services has important implications for designing and implementing market segmentation and cross-selling strategies. In this study we propose a framework by which industrial marketers can estimate the likelihood that an organization will adopt complex high technology products, given information adoption (or non adoption) of related high tech products. The proposed framework combines the “technological sophistication” of the target organization and the “complexity” of the product to design cross selling strategies. The framework is empirically tested with data from 199 organizations in the context of their purchases of telecommunications network products and services.
Marketing High Technology Products The Role Of Product Complexity And Buyer Technological Sophistication

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