Spend More Money on Marketing When Launching High-Technology Products: Think Again!

While much research has been directed at variables critical to successful R&D of new and high-technology products, much less work has been directed at how the marketing expenditure impacts the use of the various marketing methods and also to the impact of the marketing expenditure on the successfulness of the new product launch. The findings indicate that higher relative marketing expenditure has an impact on the use of the various marketing methods. Interestingly, no relationship between the relative marketing expenditure and the successfulness of the NPD outcome was discovered. Managerial implications and future research opportunities are discussed.