7
2.3
STRATEGY TO MARKET HIGH-TECH PRODUCT
ACCORDING TO GEOFFREY MOORE – CROSSING THE
CHASM
According
to
Moore,
in
high-tech industry,
the
dynamics
of
rapidly
maturing
life cycles
forces one to take
a
more complex approach. The claim made
is
that the
life cycle
itself dictates which variables are critical at any given point. Moore
(1998) combined the
framework of
Technology
Adoption
Life Cycle and the theory
of
value
disciplines
as
presented
by
Treacy
and
Wiersema
(1993).
Moore’s
framework was particularly focus on the fast changing high-tech industry. In his book
Moore discussed how discontinuous innovation or paradigm shifts will affect
marketing strategies. These shifts begin with the appearance of a new category of
product
that
incorporates
breakthrough
technology,
resulting in
unprecedented
benefits.
Moore
introduced the
idea
of
the
“chasms”,
saying
that
whenever
truly
innovative
high-tech
products
are
first
bring
to
market,
they
will
initially
enjoy
a
warm welcome
in an early
market
made
up of technology enthusiasts and
visionaries
but
will
then
fall
in
a
chasm, during
which sales
will
falter and often plummet. If the
products can successfully cross the chasm,
they will
gain acceptance
in a
mainstream
market dominated by pragmatists and conservatives (Moore 1998)
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