The contribution of new and small firms to the economic development of regions and countries are undeniable. But a new venture has high risk with high return. One of the main problems is a marketing mistake.
This thesis consists of two parts. One is to explore the integration of the competitive strategies and the new high-tech products marketing. The concept of the new product development process and Treacy & Wiersema's value discipline were explained to build a marketing strategy methodology for the new venture. The other is to examine the marketing strategy methodology through developing the marketing strategy for K company.
With the results of industry analysis, detailed strategic marketing actions for K company were suggested with emphasis on product leadership strategy.
