4583.1:
Basics of a global marketing concept for products and services emerging from nanotechnology ('nanomarketing')
Abstract
Nanotechnology has the potential to bring a sweeping technological revolution by delivering tremendous advantages in miniaturisation, materials, computers, life-science, biotechnology etc. This has been recognised in the many multi-million $ R&D programs that are currently under way in all industrialised nations. There will be global markets for new products and services which are to be developed and supplied by whole new industries. Products and services from microelectronics and information-age technology are currently causing a revolution in marketing (e.g. globalisation, e-business, internet). Given the enormous potential of nanotechnology this may again redefine the rules of marketing in an even more dramatic fashion. Time to market is a key issue in this global race and it not only essential to bring in the aspects of marketing early in the product development cycle but also to anticipate early upcoming opportunities and risks in marketing.
Within this project a first part of the basics of a global marketing concept for products and services emerging from nanotechnology shall be developed and verified with several case studies.