商品簡介
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.
作者簡介
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.
目次
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.
