METHODOLOGICAL FRAMEWORKS FOR HIGH TECHNOLOGY INTERNATIONAL MARKETING RESEARCH

Ірина Павлівна Отенко, Олена Валеріївна Птащенко

Abstract


The paper explores the key approaches to shaping the methodology for the study of high technology international marketing. The theoretical background for the presented paradigm of high technology international marketing is the synthesis of the following concepts and theories: the informatization theory; the globalization theory; the property rights theory; the high-tech manufacturing concept; the concept of environmentally friendly goods and services; social and ethical marketing concept; the concept of high-tech marketing; the concept of knowledge economy; the concept of sustainable development; the marketing concept. Given the high complexity and challenges in managing a high-tech business development, a number of basic approaches have been suggested, in particular: systemic, functional, integrated, communication and information-based, dynamic and strategic. The basic principles of international high-tech marketing development have been identified, i.e. unity; proportionality; optimal correlation; adequacy; identity; objectivity; thoroughness; flexibility; levelling; disclosure and duality. The main research hypothesis presented argues that international high technology marketing facilitates a mechanism for ensuring the development of high-tech industries and successfully contributes to boosting the processes of globalization and integration within the Ukraine’s economy.


Keywords


international marketing; high technologies; high technology international marketing; high-tech bisinesses, marketing research



DOI: https://doi.org/10.30857/2413-0117.2019.3.3

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