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Session
16:
Marketing Strategy II
Factors in Sustainable Market Leadership
The period when a technology is new is only a fleeting point in its total life cycle.
The
technology company must also recognize its technology as an asset that has a useful
economic life, and manage that asset as it does any other, to maximize its profitability
over its economic life, and equally important, to know when to stop investing in that
particular asset and move onto the next generation.
Two lectures are offered here. The first deals specifically with strategy
for moving the technology from the early adopter to the mainstream market.
The second, for background, discusses how to manage the technology
throughout its life cycle, emphasizing the indicators of critical inflection
points between life cycle stages.
Readings: ® = required; scan = read
introduction and conclusions; scan inside pages;
(o) = optional;  = Adobe Acrobat File
Scan:
- Moore,
Geoffrey A., Inside the tornado : marketing strategies from Silicon
Valley's cutting edge, New York: HarperBusiness, 1995. Pp. 27-100.
- Anderson, Philip and Michael L. Tushman, "Technological Discontinuities and
Dominant Designs: A Cyclical Model of Technological Change," Administrative
Science Quarterly, vol. 35, 1990, 604-633. (Filed in Session
11.)
Lecture Notes:
Moving from the
Early Adopter to the Mainstream Market - Geoffrey Moore's Model
Background Notes:
Marketing
Strategy II: Factors in Sustainable Market Leadership
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