Proposing an Integrated Technology Strategy Model Based on Positioning Approach

Document Type : Original Article


1 Associate professor, Sharif University.

2 Assistant Professor, University of Tehran.

3 Assistant professor, Tehran University.


Today, businesses encounter to intensified competition and increasing complexity in firm context.  In order to confront effectively with uncertainty caused by technology development, it is rather crucial to prioritize technology investments and technology strategies. There are considerable models and frameworks to formulate technology strategizing, which are designed and proposed with different consideration and viewpoints. Moreover, exploitation of each model or framework has its own advantages and challenges.
Consequently, the absence of an integrated model for technology strategizing causes that strategists and practitioners of firms cannot exploit the advantage of the other models. Based on positioning approach, the paper proposes an integrated model to formulate technology strategy. Finally the applicability of proposed model has been tested in an Iranian firm.