The primary focus of the marketing group at Georgia Tech is the development and commercialization of high- technology products and services. Research topics include the following:

• Consumer acceptance of new technologies
• The utilization of market information for new product development and commercialization
• Patterns in the diffusion of technology
• Applications of new technologies to consumer and managerial decision making
• Methodological and measurement issues in technology adoption and continued use

In addition to an active PhD program, the marketing group offers a variety of courses at the undergraduate and MBA levels. These courses expose students to major marketing concepts and tools with a particular focus on the opportunities and challenges involved in developing and marketing technology-based products and services. Georgia Tech’s strong management and engineering programs offer unique possibilities for collaborative research and coursework that help students learn how to develop and successfully commercialize technological innovations.

Marketing faculty publish cutting-edge research on technology commercialization in top journals such as Management Science, the Journal of Marketing, Journal of Marketing Research, and the Journal of Consumer Research. Funding and data sources for this research comes through collaborations with a number of Fortune 500 corporations as well as funding from major funding agencies such as the National Science Foundation.

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