The Chasm Companion: A Field Guide to Crossing the Chasm and Inside the Tornado

ISBN-13: 9781841124681 / Angielski / Miękka / 2005 / 352 str.

Wiefels

Opis

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.

Spis treści

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.

O autorze

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.

Blurb

"Using The Chasm Group′s models, BEA had become the fastest software company in history to reach $1 billion in revenue. The Chasm Companion provides the insights that will help someone else beat our record." William T. Coleman III, Founder, Chairman, & Chief Strategy Officer, BEA Systems, Inc.

"Paul Wiefels offers up a comprehensive marketing toolkit. His knowledge of what′s worked and what hasn′t is a must read for every marketing manager embarking into uncharted territory." Gary Elliottt, Vice President, Global Brand and Marketing Communications, Hewlett–Packard

"This is the must–have high–tech business survival guide for our new century." Steve Hayden, Vice Chairman, Ogilvy Worldwide

"The Chasm Companion is an outstanding guide for anyone facing the challenge of how to execute a successful marketing campaign for a high–tech product or service." Tom Kosnik, Ph.D., Consulting Professor, Stanford Technology Ventures Program