What telemedicine and digital radio can demonstrate.
With three editors and contributions from authors mainly at American universities, this book explores the involvement of government in the development of industry vis-Ã -vis technology transfer and regulation.
A very brief introduction defines the wide-ranging scope of the articles in addressing macro-marketing issues. While the book's subtitle is International Perspectives, most of the examples are drawn from U.S. industries, though one focuses on the Chinese textile industry and another examines household technology adoption in Taiwan. One of the few discussions with a truly global scope looks at measures of technological innovation, competitiveness, and protection of intellectual property as predictors of gross domestic product per capita. Other key articles include a discussion of the role of corporations and governments in transferring technology and an exploration of ethical issues.
The industry examples drawn from the U.S. include the development of the American music industry through the lens of deregulation, copyright, and piracy laws, as well as technological changes, such as digital radio, and how they affect consumer choices. Another article explores telemedicine, especially in the area of licensing.
The editors don't intend these topics to be exhaustive, but rather wish to stimulate further discussion of business-government relations.
Kimball P. Marshall and William S. Piper are professors of marketing at Alcorn State University in Mississippi; Piper is also dean of the business school. Both served as NASA fellows and are knowledgeable about government technology, transfer, and commercialization. Walter W. Wymer teaches marketing at Christopher Newport University in Virginia and, along with Marshall, serves on the editorial board of the Journal of Nonprofit and Public Sector Marketing. This book was produced as a special issue of that journal.
- Cynthia D. Churchwell