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The bible for bringing innovative products to bigger markets - now revised and updated with new insights into the realities of high-tech marketing
In Crossing the Chasm, Geoffrey A. Moore shows that in the Technology Adoption Life Cycle - which begins with the Innovators and moves to the Early Adopters, the Early Majority, the Late Majority, and the Laggards - there is a great divide between the Early Adopters and the Early Majority. While the Early Adopters are willing to sacrifice for the benefit of being first, the Early Majority waits until they know that technology actually offers productivity improvements. The challenge for innovators and marketers is to narrow this gap and ultimately accelerate adoption across all segments.
This third edition brings Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current findings and insights. It also includes two new appendices, the first linking the ideas in Crossing the Chasm to the work later published in his Inside the Tornado, and the second presenting his recent groundbreaking work on technology adoption models for high-tech consumer markets.
Implementation is at least as important and for that you need to be able to get into the market. In a pragmatic way, the authors show a strategy to overcome this gap and enter the market.
A weakness of this book is that it is strongly focused on high tech industries and the B2B market. Also, the strong marketing and sales focus could be seen as a downside.
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