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OSH Start-ups’ Business Development Challenges: The Case of SENSORICA from a Total Integrated Marketing Perspective

International Journal of Economic Practices and Theories

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Field Value
 
Title OSH Start-ups’ Business Development Challenges: The Case of SENSORICA from a Total Integrated Marketing Perspective
 
Creator Turgeon, Normand
Thai, Mai Thi Thanh
Epuran, Gheorghe
 
Subject Marketing
open source hardware, open enterprise, total integrated marketing, growth strategy, business development, interface management
M13, M31
 
Description While open-source software (OSS) networks have been part of the business landscape for some time, most open source hardware (OSH) organisations are still in the development stage, and marketing for OSH is still poorly understood. This paper presents a case study of SENSORICA, an award-winning Canadian OSH production network in the bio-medical research instruments market, to illustrate the challenges that OSH businesses face in developing their business. Normative results of this case study highlight the relevance of total integrated marketing (TIM) in OSH business development. In this article, we explain TIM and how it can help OSH business development relative to the four functional interfaces in arketing: Marketing-Accounting/Finance, Marketing-Human Resources, Marketing-Customer Service, and Marketing-Sales. On the Marketing-Human Resources interface, the success of OSH is dependent on both the quantity and quality of active members in the network. The Marketing-Accounting/Finance interface is important in activities related to financing, reporting, and member compensation evaluation. The Marketing-Customer Service interface is important in developing long-term satisfaction and loyalty. Finally, on the Marketing-Sales interface, members must limit rivalry between functions and focus on building linkages and delivering results.
 
Publisher International Journal of Economic Practices and Theories
 
Contributor —
 
Date 2014-02-01
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format —
 
Identifier http://www.ijept.org/index.php/ijept%20/article/view/OSH_Start_Business_Development_Challenges_The_Case_of_SENSORICA_from_a_Total_Integrated_Marketing_Perspective
 
Source International Journal of Economic Practices and Theories; Vol 4, No 2 (2014): Special issue on Marketing and Business Development; 135-145
2247 – 7225
 
Language eng
 
Relation http://www.ijept.org/index.php/ijept%20/article/view/OSH_Start_Business_Development_Challenges_The_Case_of_SENSORICA_from_a_Total_Integrated_Marketing_Perspective/ijept_4_2_4