Theoretical Approaches to the Marketing of Innovation in Biotechnology Firms

The marketing of new products for new markets is uncertain and often leads to confusion. One of the many causes is the wrong use of marketing techniques for mature products whose life cycles are different, although they are very familiar. Biotechnology, with a strong component of technological knowledge and innovative cross-refers not to an industry, but rather a set of applications of intricate characteristics mainly due to genetic manipulation, which represents a particular challenge unlike other more mature or traditional product or technology. For this reason, through an innovation based marketing for new product, new customers and new markets are essential to maximize the success of this technology.