Das Buch
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Author Geoffrey Moore makes the case that high-tech products require marketing strategies that differ from those in other industries. His chasm theory describes how high-tech products initially sell well, mainly to a technically literate customer base, but then hit a lull as marketing professionals try to cross the chasm to mainstream buyers. This pattern, says Moore, is unique to the high-tech industry. Moore suggests remedies for the problem that can help businesses meet their long-term goals. He coaches marketing professionals on how to move slowly through the gulf, teaching them to create profiles and target specific segments of the population rather than trying to plow right into the mainstream. He cites examples of successful chasm crossings by such companies as Apple, Tandem, Oracle, and Sun, showing what they all had in common and exposing the different weaknesses in their strategies. Moore also assigns responsibility for success to programmers and developers by suggesting they design a "whole product model." Here, because integration tasks are daunting to the mainstream market, all the components of a technological product must be in one package. Moore also describes strategies for competing with rival companies and assessing the best distribution channels for penetrating the target market. Written not just for marketing specialists but for all employees whose futures ride on the success of a technical product, Crossing the Chasm delivers crucial information in an engaging, readable tone.
Erstellt von: Andreas am 10. März 2006, 20:32 Uhr.
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Autor: Geoffrey A. Moore
ISBN: 0060517123
Erschienen: 2002-08
Ausgabe: Paperback
Verlag: Collins
Seiten: 256
Preis: Ab $8.95 bei Amazon (am 19. Februar 2007, 04:26 Uhr)
Rezensionen
Great book but...
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This book could have been shorter. There are a lot of succint summaries that do a good job in highlighting the main ideas of the book. But its light read, with lots of examples.
BTW the chasm analogy does not apply to Microsoft, apparently the they are an example of the "Evel Knievel" strategy....
A new description for a proven paradigm
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Geoffrey Moore puts into words what many entrepreneurs have long known but until now no one has been able to thoroughly describe. That is, there are many differences between early adopters and the mainstream markets. This causes problems because the early adopters are the ones who "sell" your product to the rest of the market, yet at the same time the characterists they look for in a product are much different than what everyone else looks for. Without pleasing the early adopters you are dead in the water, but what pleases the early adopters may make your product unpalatable for mass consumption. Crossing the Chasm for the first time teaches entrepreneurs how to reconcile these differences, in a way that is almost incontrovertible. One of the most useful business books ever published, and well worth a careful reading.
Good book for entrepreneurs
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My class professor highly recommended this book. He called it "the best business book I have ever read." Although, I don't share his enthusiasm, the book is interesting enough for me to get through it. People who are interested in marketing new high-tech products can learn a great deal from this book.
Tech entrepreneur? Work for a start-up? Get this book now!
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This little book is probably one of the best books out there on technology entrepreneurship. Very clear and concise, it points you to one of the biggest problems of start-ups everywhere - how to break through the world of small-time players, and become a big one.
This is definitely one of those books you want to read, and re-read every couple of years, just to keep it lessons fresh in memory.
interesting work, needs to be updated
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I liked the overall idea of the 'chasm', but some of the model the author used in the book need to be updated with the current actual issues that , if modeled, are quite different from the book.
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