The Chasm Group is one of the world's leading high-tech consulting practices, headed by best selling author, Geoffrey Moore, whose books, Crossing the Chasm and Inside the Tornado are required reading for anyone venturing into the high-tech industry. Now Moore's partner, Paul Wiefels, analyses and clarifies the ideas covered in these bestsellers with a step-by-step field guide organized around three major concepts: * How high-tech market develop * How to specify a winning market development strategy * How to plan go-to-market programmes at different points in the life cycle. Wiefels' back-to-basics approach presents a series of models, tools and frameworks that management teams can adapt to increase market share and create a sustainable platform for increasing shareholder value. The Chasm Companion reveals formulas drawn from real life that can be - and are being - used to stay on top in any economic climate.
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About the Author
PAUL WIEFELS is a founding partner and managing director of The Chasm Group plc a strategy consulting firm serving technology-based companies and organisations around the world. He has worked in the high-tech industry for 20 years and speaks frequently to high-tech industry organisations. He lives in Half Moon Bay, California.
Table of Contents
Part 1: How High-Tech Markets Develop. Back to Basics. The Basis for Strategy Decisions. The Early Market. The Chasm. The Bowling Alley. The Tornado. Main Street. Part 2: Developing a Strategy. Finding Your Place on the Technology Adoption Life Cycle. Assessing the Sources and Impact of Discontinuity. Building a Market Development Strategy. Market Development Strategy Research: Market Creation Variables. Market Development Strategy Research: Market Attractiveness Variables. Market Development Strategy Research: Market Penetration Variables. Part 3: Taking the Market Development Strategy to Market. Strategy Validation. Whole Product Management. Marketing Communications Planning. Field Engagement Strategy. Epilogue: Using This Book. Appendix. Worksheets.