The Chasm Companion

A Field Guide to Crossing the Chasm and Inside the Tornado
1. Auflage 2005
ISBN: 978-1-84112-468-1
Verlag: Wiley

Buch, Englisch, 352 Seiten, Format (B × H): 174 mm x 212 mm, Gewicht: 554 g

The Chasm Group is one of the world's leading high-tech consulting practices, headed by best selling author, Geoffrey Moore, whose books, Crossing the Chasm and Inside the Tornado are required reading for anyone venturing into the high-tech industry.

Now Moore's partner, Paul Wiefels, analyses and clarifies the ideas covered in these bestsellers with a step-by-step field guide organized around three major concepts:

* How high-tech market develop

* How to specify a winning market development strategy

* How to plan go-to-market programmes at different points in the life cycle.

Wiefels' back-to-basics approach presents a series of models, tools and frameworks that management teams can adapt to increase market share and create a sustainable platform for increasing shareholder value. The Chasm Companion reveals formulas drawn from real life that can be - and are being - used to stay on top in any economic climate.

Autoren/Hrsg.

Wiefels, Paul

Weitere Mitwirkende

Moore, Geoffrey A.

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Wirtschaftssektoren & Branchen Fertigungsindustrie Spitzentechnologiesektor

Inhaltsverzeichnis

Part 1: How High-Tech Markets Develop.

Back to Basics.

The Basis for Strategy Decisions.

The Early Market.

The Chasm.

The Bowling Alley.

The Tornado.

Main Street.

Part 2: Developing a Strategy.

Finding Your Place on the Technology Adoption Life Cycle.

Assessing the Sources and Impact of Discontinuity.

Building a Market Development Strategy.

Market Development Strategy Research: Market Creation Variables.

Market Development Strategy Research: Market Attractiveness Variables.

Market Development Strategy Research: Market Penetration Variables.

Part 3: Taking the Market Development Strategy to Market.

Strategy Validation.

Whole Product Management.

Marketing Communications Planning.

Field Engagement Strategy.

Epilogue: Using This Book.

Appendix.

Worksheets.

Über Autor(innen)

PAUL WIEFELS is a founding partner and managing director of The Chasm Group plc a strategy consulting firm serving technology-based companies and organisations around the world. He has worked in the high-tech industry for 20 years and speaks frequently to high-tech industry organisations. He lives in Half Moon Bay, California.