Abstract
In this paper, we work to systematise the kinds of uncertainty inherent in the marketing of a new technology product. Our frame is based on the idea that uncertainty can be categorised along dimensions such as the uncertainty about the product, requiring to develop the product as an exchange good, and the uncertainty related to the environment, requiring to develop the product as a product-service complex and relationship. The paper identifies measures and strategies concerning why and how the enterprise and the client ought to manage their relationship, specifying distinctions between environments that are low and high in uncertainty. Copyright © 2008, Inderscience Publishers.