Synopses & Reviews
An incisive primer on how to make sure new technology-based products succeed. Explains the role of discontinuity and ways to deal with it when adopting a marketing strategy. It helps marketers plan for and manage discontinuity and identify their optimum marketing strategy. With a 10-Point Product Test Screen for assessing a product's chances in the marketplace, plus scores of actual examples, this is a book that can help every innovator reach a marketing breakthrough.
Table of Contents
ENCOUNTERING THE BARRIERS.
The Need to Innovate.
Corporate Barriers to Innovation.
Customer Barriers to Innovation.
Measuring the Barriers.
BREAKING THE BARRIERS.
The Slow and Steady Strategy.
The Grab and Grow Strategy.
The Pick and Protect Strategy.
The Migrate and Maintain Strategy.
Putting It All Together.
Index.