Articles by author

Picture of Michel PERRIN

Michel PERRIN

Graduate of the world-renowned HEC Paris Business School , Michel Perrin was previously Director of Strategy & Marketing for a large European logistics group, before deciding to focus on consulting and training. He has developed and delivered custom training programs in B2B Marketing for the Executive Education programs at HEC for more than 15 years. He is currently head of PI Developpement, a consultancy company dedicated to advising and training technology companies in marketing and product policies.

The delicate definition of ‘product’ in technology

Michel PERRIN May 24, 2023 Strategy & Strategies Product Strategy
The definition of "product" is at the heart of both product portfolio management, product plan and product life cycle management. But in technology, what is ...
read more →

The product plan at the heart of the product strategy

Michel PERRIN May 22, 2023 Strategy & Strategies Product Strategy
The success of a product in its market depends on the quality of the technical, strategic and marketing decisions associated with it.
read more →
Analyzing marketing tools

Strategic and operational marketing in technology

Michel PERRIN May 15, 2023 Strategy & Strategies Market Strategy
We often speak of strategic marketing and operational marketing. The two activities are very different, even though they are often grouped together in the same ...
read more →

Selling in technology: special features

Michel PERRIN May 11, 2023 High-Tech B2B / B2G Specificities
In any company, sales activity can be carried out in different ways depending on the complexity of the sale and the cost of the sales ...
read more →

Business line or single activity company strategy

Michel PERRIN May 2, 2023 Strategy & Strategies Business Strategy
The strategy of an activity or a single-activity company (also called business strategy to distinguish it from corporate strategy) consists of defining the "course" and ...
read more →
Analyzing marketing tools

Business development in technology

Michel PERRIN April 25, 2023 High-Tech B2B / B2G Specificities
Business development is often mistakenly confused with business development or business development, perhaps because "selling" is not considered prestigious enough. Yet in technology, business development ...
read more →
Customer paying with NFC technology

What is customer value in technology?

Michel PERRIN April 22, 2023 Markets & Customers Creating Customer Value
Customer value is fundamentally A BALANCE between benefits and sacrifices for customers, which has an impact either on customer revenue or on customer costs.
read more →
Analyzing marketing tools

Translating business strategy into marketing strategy

Michel PERRIN April 13, 2023 Strategy & Strategies Business Strategy
Marketing strategy is one of the different 'sub-strategies' serving the overall strategy of a company or business, just like industrial strategy, HR strategy or sales ...
read more →
Dual robotic arms, welding system, new technology

Push or Pull, finding the right balance

Michel PERRIN April 10, 2023 Innovation Technology Push & Market Pull
Should innovation be based on internal capabilities, especially technical capabilities, or should it be in response to market or customer demand? The question is not ...
read more →

Organising and planning innovation

Michel PERRIN April 4, 2023 Innovation Organizing innovation
It may seem paradoxical to talk about 'organising innovation', as it seems to be the 'brilliant idea' of an inventor. But innovation in the B2B/B2G ...
read more →

Follow us

Linkedin
newsletter subscription

Topics

Main Menu

The Technology Marketing Academy blog has been created by a group of consultants and trainers who collaborate for more than ten years with the largest B2B/B2G High Tech companies in France and abroad.  ont enseigné dans les plus grandes Business Schools. Il est coordonné par Valérie BERTHEAU, Group Product Policy VP, Thales et Présidente, 3AED-IHEDN et par Michel PERRIN qui a enseigné le marketing technologique et le marketing digital à l’Executive Education d’HEC Paris durant près de 15 ans.

Linkedin

Latest articles

Contenu protégé