- Paperback: 288 pages
- Publisher: HarperBusiness; 3 edition (28 Jan. 2014)
- Language: English
- ISBN-10: 0062292986
- ISBN-13: 978-0062292988
- Product Dimensions: 13.5 x 1.7 x 20.3 cm
- Average Customer Review: 4.3 out of 5 stars See all reviews (12 customer reviews)
- Amazon Bestsellers Rank: 4,356 in Books (See Top 100 in Books)
Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) Paperback – 28 Jan 2014
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Paperback. Pub Date :2014-01-28 Pages: 288 Language: English Publisher: HarperCollins The bible for bringing cutting-edge products to larger markets-now revised and updated with new insights into the realities of high-tech marketingIn Crossing the Chasm. Geoffrey A. Moore shows that in the Technology Adoption Life Cycle-which begins with innovators and moves to early adopters. early majority. late majority. and laggards-there is a vast chasm between the early adopters and the early majority. While early adopters are willing to sacrifice for the advantage of being first. the early majority waits until they know that the technology actually offers improvements in productivity. The challenge for innovators and marketers is to narrow this chasm and ultimately accelerate adoption across every segment. This third edition brings Moores classic work up to date with dozens of new exa...
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Top Customer Reviews
The "chasm" to which Moore refers is a metaphor for this phenomenon: "the rapid acceleration in market development followed by a dramatic lull, occurring whenever a discontinuous innovation is introduced - [one that] drives all emerging high-tech enterprises to a point of crisis where they must leave the relative safety of their established early market and go out in search of a new home in the mainstream. These forces are inexorable - they will [begin italics] drive [end italics] the company. The key question is whether management can become aware of the changes in time to leverage the opportunities such awareness confers."
In other words, "The chasm is a drastic lull in market development that occurs after the visionary market is saturated and pragmatists will not buy into a discontinuous technology unless they can reference other pragmatists, thus the catch-22. Pragmatists dependent exclusively on references from others in their own industry and are highly support-oriented."
Many business plans are based on a traditional Technology Adoption Life Cycle, a smooth bell curve of high tech customers, progressing from Innovators, Early Adopters, Early Majority, Late Majority, and finally Laggards.Read more ›
Most Recent Customer Reviews
Be aware that this book focuses on B2B tech only. This is not made clear by seller.Published 2 months ago by Kohlben
This book is a must read book for any company in the tech sector. No only for startupsPublished 15 months ago by Anders Engdal