Marketing tends to view technology as a means to meet customer needs and desires. This view has led some marketers to focus on, perhaps too exclusively on the client at the expense of a deep understanding of technology and its interaction with society. Building on the ideas of philosophers Heidegger and Popper, this article argues that technology is more than a means to an end meet consumer needs and wants - is an active force that often eludes the control of marketing. Examines how technology, firms, clients and society interact and shows how companies can use different strategies in relation to the technology to take advantage of these emerging interactions. "Hide
by Pierre R. Burton, James Mac Hulbert, Leyland Pitt Source: California Management Review 20 pages. Publication Date: November 1, 2005. Prod. #: CMR327-PDF-ENG
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