TAILIEUCHUNG - MARKETING AND TECHNOLOGY: A STRATEGIC COALIGNMENT

The publish-find-bind pattern (OGC 2003) governs the interactions between actors within a spatial data infrastructure. It depicts a mechanism how supply of and demand for geographic information and geoprocessing resources can meet in a distributed GI service environment. This pattern usually consists of three roles (GI service provider, GI service registry, GI service requestor) and three operations performed by actors while playing a certain role (publish, find, bind). In figure 1 we enhance this pattern to accommodate a fourth operation, . version, performed by the GI service provider. The GI service provider establishes a product line of vertically. | Noel Capon Rashi Glazer Marketing and Technology A Strategic Coalignment The authors present a case for integrating technology and marketing strategy as key elements that affect corporate success in rapidly changing environments. After describing the implications of technological change for firm behavior the authors propose a framework for developing a technology strategy and introduce the technology portfolio. The technology portfolio serves both as a model for technological resource allocation and as an aid in choosing an optimal set of technologies from a set of feasible alternatives. The business envfronment of the recent past has been characterized by turbulence . Drucker 1980 resulting in often sudden reassessments of the growth prospects of entire industries as well as dramatic upheavals in the relative positions of firms within an industry Harris Shaw and Sommers 1981 . The causes of such turbulence are both numerous and interdependent but it is by now apparent that a major engine of the unprecedented instability is technology or more precisely the emergence of rapidly changing technologies into the environment. Though it has been ignored in most traditional considerations of economic or managerial behavior technology is no longer taken for granted and has risen to the forefront in debates on world and national economic policy and on the future of specific industries and markets. Clearly the long-run competitive position if not the fundamental financial performance of most individual firms depends on how well they learn to Noel Capon and Rashi Glazer are Associate Professors Graduate School of Business Columbia University. The authors acknowledge the contributions of Norman A. Jacobs President and CEO of Amicon Corporation Lexington Massachusetts and Nancy McKinstry as well as financial support from the Marketing Science Institute. Noel Capon acknowledges support from the Redward Foundation. manage and increase their technological asset bases. However .

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