Engineering marketing of IP business in semiconductor industry

Abstract

This paper proposes a new approach to "engineering marketing" that promotes business innovations in the IT industry. In recent years, innovation in Japan has been promoted by technical alliance, which constructs a creation core network to support the incremental innovation of the new IT market. A new innovation is induced by fusing two "market properties", which consist of creative value in the network market. The "engineering marketing" has two strategic approaches, the first is "to generate new concept for the market" and the other is "technical articulation for the market". New innovation in the IT business is achieved by combining those two core processes installed in "engineering marketing".