The marketing of innovations in high‐technology companies: a network approach

This article aims to consider the usefulness of network theory in examining the marketing of high‐technology products and services.

High‐tech companies are analysed in light of a network approach to marketing.

The research finds that building marketing relationships can improve the viability of high‐tech companies.

The article contributes to the development of theory that can enhance the marketing of high‐technology products and services.