- 18 Mar, 2021
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This chapter will examine how technology has affected the demand and supply
This chapter will examine how technology has affected the demand and supply of
goods and services around the globe: “technology” meaning the application of systems
and hardware to deliver a required solution. Some examples are the printing press,
telephone and the Internet that extended communications and allowed them to move
to a global scale. Technology need not always be tangible as “virtual” technology e.g.
computer software falls under the same definition.
Learning outcomes for this chapter
On completion of this chapter you will be better able to:
• Recognise how technology presents opportunities and challenges for
international marketing
• Define the role of enabling technologies in the international marketing strategy
process
• Identify how new and developing technologies can support the integration of
product and services customer solutions
10.1 Introduction
New technology has created new products and services. Customer demand an