Recent technological development has changed the platform of display product from CRT to flat panel display such as TFT LCD and PDP. Distinctive features of flat panel display has stimulated strong demand for consumer display products as well as industrial display products. In particular, applications of flat panel display for medical, broadcast, and military monitors contributed to the growth of special monitor industry which offers attractive opportunity for small and medium-sized hi-tech companies. The purpose of this study is to investigate the marketing strategies Prevalent in special monitor industry and to explore generalizable marketing guidelines that may be helpful for small hi-tech ventures. Two Korean special monitor firms were selected as the subject of case study since they hold leading positions in Casino gaming monitor and medical monitor respectively.