''Session Purpose''
* Understanding macro-level dynamics in order to develop effective firm-level marketing strategies
* Projecting product diffusion patterns and avoiding common pitfalls in technology commercialization
''Discussion Topics''
* Possibility of actively shaping diffusion patterns?
* Can these concepts only be applied ex post? Limits to their usefulness?
''Session Preparation''
* [[Moore, G.A. 2001. High-tech marketing illusion (Chapter 1)|/static/files/MBI/Module%206/READINGS_Moore_2000.pdf]], in: Crossing the chasm: marketing and selling high-tech products to mainstream customers 9-25.

[[M6-S2 - Reading - Crossing the chasm: marketing and selling high-tech products to mainstream customers]]
[[M6-S2 - Session notes]]
bag
marketing_public
created
Sat, 20 Nov 2010 13:38:34 GMT
creator
dirkjan
modified
Sat, 20 Nov 2010 13:38:34 GMT
modifier
dirkjan
creator
dirkjan