Title: Virtual technology marketing and governance problems: how can firms benefit from dynamic boundaries?

Authors: Ingyu Oh

Addresses: Bristol Business School, University of the West of England, Coldharbour Lane, Bristol BS32 8DQ, UK

Abstract: Extant studies find that firms| dynamic boundaries are beneficial especially during and after a technological change that is competence-destroying to the firms and their suppliers. In virtual technology marketing, however, where firms| boundaries are transnational and dynamic, governance problems in the form of inclination to opportunism and knowledge spill-over loom large. This paper presents preliminary theoretical discussions of how firms can safeguard their investment in innovation and reap the benefit of dynamic boundaries. I devise a table of governance problems for five different types of virtual technology marketing and suggest testable propositions. The paper concludes that in all five types of virtual technology marketing, firms can realise the benefit of dynamic boundaries if isomorphic forces and government regulations can neutralise the governance problem of virtual technology marketing.

Keywords: virtual technology marketing; governance; technology marketing types; technological change; innovation; opportunism; knowledge spillover; dynamic boundaries; isomorphic forces; government regulations.

DOI: 10.1504/IJTMKT.2010.035692

International Journal of Technology Marketing, 2010 Vol.5 No.2, pp.111 - 126

Published online: 02 Oct 2010 *

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