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Marketing in high-tech start-ups: overcoming the liability of newness in Israel.

Chorev, Schaul; Anderson, Alistair R.


Schaul Chorev

Alistair R. Anderson


For new companies in general, marketing is a critical issue. However, many high tech start ups face particular problems associated with marketing. They may have a product, rather than a customer focus; they may lack marketing experience and may even neglect marketing to focus on developing a better product. They also work in an ambiguous environment; a new, or yet to be established market, unclear application and often a need to internationalise rapidly. The purpose of this paper is thus to try to capture what experienced experts have found to work best in these difficult conditions. The study is based in Israel, but may have lessons for many other small countries. A multiple stage methodology, seeking expert views; analysing, consolidating and then refining them was adopted, based on the condensed wisdom of some 80 of the key players in new Israeli high tech firms. The paper shows how some aspects are vital for success, but also explores the roles played by the various aspects of marketing.


CHOREV, S. and ANDERSON, A.R. 2006. Marketing in high-tech start-ups: overcoming the liability of newness in Israel. International entrepreneurship and management journal [online], 2(2), pages 281-297. Available from:

Journal Article Type Article
Acceptance Date Jun 30, 2006
Online Publication Date Jun 30, 2006
Publication Date Jun 30, 2006
Deposit Date Sep 17, 2008
Publicly Available Date Sep 17, 2008
Journal International Entrepreneurship and Management Journal
Print ISSN 1554-7191
Electronic ISSN 1555-1938
Publisher Springer
Peer Reviewed Peer Reviewed
Volume 2
Issue 2
Pages 281-297
Keywords Marketing; HiTech; Israel; Success
Public URL


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