Essays on marketing strategy in technology-intensive markets

Marketing scholars have only recently started to explore the strategic marketing challenges faced by firms in technology-intensity (TI) markets. Still, technology is at the core of many contemporary markets and TI markets are unique because of their knowledge-intensity and technological turbulence. The objective of this dissertation is to explore how transactions of high tech systems are different from transactions of monolithic products and what the implications are towards strategic marketing of such systems. The different chapters answer important questions: When is bundling optimal? What drives organizations towards outsourcing of system integration and single sourcing of system components? What is the effect of the embeddedness of relationships on the choice of a system vendor? What is the mutual influence among system components (e.g. hardware/software) in the growth of a new technology?