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- Title
POSICIONAMENTO ESTRATÉGICO DE PRODUTOS COM INOVAÇÃO TECNOLÓGICA: O CASO DO PRODUTO WI-FI.
- Authors
de la Cruz Lui, Márcio; Oliveira, Braulio
- Abstract
Possible differences in marketing applied to products with technological innovation require specific studies on the topic. But for now, few studies have been developed with this focus. This study sought to better understand the process of positioning a product with technological innovation. Besides reviewing the literature, we conducted a case study. The results show small differences from the traditional model of positioning, in particular the need to define a positioning perish, since technological products, by their very nature, require constant updates.
- Subjects
BRAZIL; WIRELESS Internet; TECHNOLOGICAL innovations; TELECOMMUNICATION; POSITIONING (Advertising); MARKETING of new products; MARKETING
- Publication
Revista de Administração e Inovação (RAI), 2015, Vol 12, Issue 1, p52
- ISSN
1809-2039
- Publication type
Case Study
- DOI
10.11606/rai.v12i1.100315