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Crossing the Chasm, 3rd Edition: Marketing and Selling Disruptive Products to Mainstream Customers (Collins Business Essentials) eBook Kindle

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Número de páginas: 291 páginas Dicas de vocabulário: Habilitado Configuração de fonte: Habilitado
Page Flip: Habilitado Idioma: Inglês

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The bible for bringing cutting-edge products to larger markets--now revised and updated with new insights into the realities of high-tech marketing
In 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 Moore's classic work up to date with dozens of new examples of successes and failures, new strategies for marketing in the digital world, and Moore's most current insights and findings. He also includes two new appendices, the first connecting the ideas in Crossing the Chasm to work subsequently published in his Inside the Tornado
, and the second presenting his recent groundbreaking work for technology adoption models for high-tech consumer markets.

Sobre o Autor

Geoffrey A. Moore is the author of Escape Velocity, Inside the Tornado, and Living on the Fault Line.

Detalhes do produto

  • Formato: eBook Kindle
  • Tamanho do arquivo: 951 KB
  • Número de páginas: 291 páginas
  • Editora: HarperBusiness; Edição: 3 (28 de janeiro de 2014)
  • Vendido por: Amazon Servicos de Varejo do Brasil Ltda
  • Idioma: Inglês
  • ASIN: B00DB3D81G
  • Leitura de texto: Habilitado
  • X-Ray:
  • Dicas de vocabulário: Habilitado
  • Leitor de tela: Compatível
  • Configuração de fonte: Habilitado
  • Avaliação média: Seja o primeiro a avaliar este item
  • Lista de mais vendidos da Amazon: #34,562 entre os mais vendidos na Loja Kindle (Conheça os 100 mais vendidos na Loja Kindle)

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Amazon.com: 4.7 de 5 estrelas 111 avaliações
Esta avaliação foi considerada útil por 5 de 5 pessoa(s):
5.0 de 5 estrelas Chasm Crossing for Disruptive Innovations Updated 30 de março de 2017
Por Fred Cheyunski - Publicada na Amazon.com
Formato: Capa comum Compra verificada
This book provides a lucid, updated account about what is involved in successfully introducing and getting mainstream acceptance of disruptive innovations in high tech related businesses that can also be applied more broadly as well (e.g. in other industries, non-profits).

I first became aware of Moore’s book “Living on the Fault Line” (see my review of this and “Escape Velocity”) when at CSC Consulting where I also started to hear about his concepts such as the “Technology Adoption Life Cycle.” Given increased recent interest in such topics, it was heartening to discover that Moore had issued a new edition of his initial book which drew me to examine this version. and the book for the first time.

The book consists of two parts. Part I is about “Discovering the Chasm” the need to gain support for a disruptive innovation vs. just expecting The Field of Dreams (if you build it they will come) can be realized. Part II is about Crossing the Chasm using an analogy to the WWII D-Day invasion where the group has to: target the point of attack, assemble the invasion force, define the battle, and launch the invasion. A conclusion discusses the financial, organizational and R&D aspects of approaching and leaving the chasm behind. Helpful appendices summarize the high-tech market development model (which is business to business and the subject of Moore’s second book “Inside the Tornado”) and a four gears model for engaging consumers in adopting digital innovations (business to consumer).

At the time of this writing, I was doing some work with a non-profit organization advocating treatment and research advances related to mental health issues. I was struck by the notion that Moore’s model could apply in such non-profit sector situations as well (see my review of Daniel Siegel’s “Mindsight" based on recent neuroscience). It also appeared to me that these ideas could relate to career entrepreneurship (see my review of the book “Value Proposition Design” by A. Osterwalder et al and another of their books, “Business Model You”).

Because of my background and interests at the time, my favorite parts had to do with the parts on basic definitions of the technology adoption life cycle and marketing elements such as the diagrams showing “the simplified whole product model” (page 137) and “the competitive positioning compass” (page 167, 189). I was impressed that the revised edition had pertinent references to then current developments such as the evolution of SaaS (Software as a Service) with groups such as when the founders of PeopleSoft overtaken by SAP and Oracle initiated Work Day and contributed to the rise of Cloud Computing. Other cases sited that were particularly relevant to me included the one on Documentum (use in Pharma Regulatory & Safety matters), early targeting of the Mac computer at Corporate Advertising/Art Departments and the graphic appeal of these machines. Moore’s proposed definition of chasm crossing transition roles such as target market segment manager and whole product manager as well as the compensation/reward considerations between them and pioneering salespeople and technologists also stood out for me.

So, for an update on chasm crossing for disruptive innovations (and its broader application), take a look at Moore’s most recent edition of his excellent first book.
Esta avaliação foi considerada útil por 5 de 5 pessoa(s):
5.0 de 5 estrelas Very well written...though for a specific target-audience 23 de maio de 2016
Por RDX - Publicada na Amazon.com
Formato: eBook Kindle Compra verificada
I would have given this 4 stars because it didn't turn out exactly what I wanted. I wanted a general high-tech marketing book but this one is much tailored towards people who have been in the field for some time.
The reason I am giving this 5-stars is because it is a very well written book. Much enjoyable and I did end up learning quite a few things from it.

The clear step-by-step plan to take a product from simple innovation to a lasting mature product just makes sense.

For people planning to work or already working in high-tech marketing, this should be a highly recommended book.
Esta avaliação foi considerada útil por 11 de 11 pessoa(s):
5.0 de 5 estrelas Great update to the original 1 de maio de 2014
Por graham - Publicada na Amazon.com
Formato: eBook Kindle Compra verificada
Having bought the original in the late 90's I was interested to see how the book had been updated. The new example companies are perfectly chosen and the core message of the book remains the same, I am not sure if there is a better marketing book out there that describes the issues a startup company goes through defining and creating a market and then trying to take it mainstream. Classic text, comprehensively and intelligently updated.
Esta avaliação foi considerada útil por 2 de 2 pessoa(s):
5.0 de 5 estrelas Necessarily general, but good advice for scaling a product or service 21 de abril de 2017
Por Constellation Labs - Publicada na Amazon.com
Formato: eBook Kindle Compra verificada
Having worked in high tech industries for nearly 20 years, I've seen companies cross the chasm successfully and others crash and burn in spectacular fashion. The book outlines the reasons behind the failures, which (from the inside) are very hard to see, even long after the fact.
5.0 de 5 estrelas Required high tech business reading. 3 de julho de 2017
Por D. Bennion - Publicada na Amazon.com
Formato: eBook Kindle Compra verificada
A solid breakdown of emerging technology and the market forces it must face before it can achieve widespread adoption in the marketplace.
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