Too many companies fail in utilizing modern information technology (IT) tools for the international promotion (IP) of technology transfer. In fact, there exists no framework for, and nearly no empirical research of, the use of computer-based media for the IP of technology transfer. However, effective marketing systems are essential for making sales and surviving in the current intensely competitive global marketplace. It is our aim to study how hi-tech companies can contribute to the international electronic promotion (IEP) process and to develop an advanced IEP methodology which integrates ERP (enterprise resource planning) and other new ITs. This IEP methodology is based on several case studies of the innovative IP approach currently used by hi-tech companies in their technology transfer driven intemationalization process. It is also based on an analysis of the characteristics of the technology, a literature review, interviews of practitioners, and interviews of researchers in an international technology transfer (ITT) research group. Our methodology provides several benefits to companies, e.g customers' increased awareness of them and their market offerings on the foreign markets, rapid generation of leads, faster and easier sales, decrease in promotional expenses, new market openins, and internationalization through IT enabled promotion of ITT.
International Technology Transfer, Information Technology, Enterprise Resource Planning, Conventional Intemational Promotion Approach, Global Electronic Environment, Internationalization, Hi-Tech Companies
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