Inside the tornado : strategies for developing, leveraging, and surviving hypergrowth markets
In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note. Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption.
"Das Nisehenmarketing, die eharakteristisehe Disziplin fur die Bowlingbahn, wird von High-Teeh-Firmen, die nur auf den Tornado fixiert sind, oft vallig miiSverstanden. Tatsaehlieh handelt es sieh dabei jedoeh urn eine hervor ragende Strategie zur Bewaltigung des Ubergangs yom Abgrund in den Tornado. 1. Nisehenmarkte erleiehtern die Entseheidung fur ein spezifisehes voll standiges Produkt zu einem Zeitpunkt, an dem ein junges Unternehmen und seine Partner es noeh nieht sehaffen, ein generell einsatzfahiges vollstandiges Produkt auf die Beine zu stellen. Auf diese Weise kann man sofort pragmatisehe Kunden fur sieh gewinnen, ohne eine weitere Entwieklungsrunde abzuwarten. 2. Nisehenmarkte sind von Natur aus gewinntraehtig, da die Preise naeh dem Wert des Produkts festgesetzt werden. Als Basis dafur dient der Preis des ineffizienten aktuellen Produkts, das dureh Ihre Lasung ersetzt werden soli. Daher kann ein junges Unternehmen sieh hier zum ersten Mal selbst finanzieren und damit aueh sclbst bestimmen, wann es In den Tornado-Markt einsteigt. 3. Nischenmarkte stellen Territorien mit treuen Kundengemeinden dar, die Sie erobern kannen. Diese Kunden unterstiitzen Ihre Systemarehi tcktur im Kampf urn die De-facto-Standards zu Beginn des Tornados. 4. Nisehenmarkte haben eine gewisse Hebelkraft, so daiS der Sieg in einem Segment weitere Siege in benaehbarten Segment en erleichtert. Wenn diese Kaskade ein gewisses Moment erreieht, kann sie letztendlieh sogar den Tornado auslosen."
"In this, the second of Geoff Moore's classic three-part marketing series, Moore provides highly useful guidelines for moving products beyond early adopters and into the lucrative mainstream market. Updated for the HarperBusiness Essentials series with a new author's note. Once a product "crosses the chasm" it is faced with the "tornado," a make or break time period where mainstream customers determine whether the product takes off or falls flat. In Inside the Tornado, Moore details various marketing strategies that will teach marketers how reach these customers and how to take advantage of living inside the tornado in order to reap the benefits of mainstream adoption."@en
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Compétitivité (économie politique) États-Unis Silicon Valley (États-Unis).
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This is a placeholder reference for a Topic entity, related to a WorldCat Entity. Over time, these references will be replaced with persistent URIs to VIAF, FAST, WorldCat, and other Linked Data resources.
This is a placeholder reference for a Topic entity, related to a WorldCat Entity. Over time, these references will be replaced with persistent URIs to VIAF, FAST, WorldCat, and other Linked Data resources.
This is a placeholder reference for a Topic entity, related to a WorldCat Entity. Over time, these references will be replaced with persistent URIs to VIAF, FAST, WorldCat, and other Linked Data resources.
This is a placeholder reference for a Topic entity, related to a WorldCat Entity. Over time, these references will be replaced with persistent URIs to VIAF, FAST, WorldCat, and other Linked Data resources.
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Technologie de pointe Silicon Valley (États-Unis).
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