THE BOOK

• factors that affect customers’ adoption decisions, as derived from the traditional adoption and diffusion of innovation model;
• the different categories of customers, also derived from the traditional adoption and diffusion of innovation model;
• adaptations to marketing, based on the notion of a 'chasm' between early-market adopters and later-market customers;
• the process of segmenting markets in order to identify attractive, viable target market opportunities in high-tech markets;
• complications in high-tech customer decision making which arise from customers’ desire to avoid obsolescence.

The chapter’s opening vignette focuses on TiVo, the first digital video recorder (DVR). The chapter’s technology tidbit addresses the market for space tourism.

The chapter’s two experts are:

Sudipta Bhattacharya, Vice President of Manufacturing Solutions Management for SAP, who describes how seller companies can build strong relationships with their customers by managing the ‘Engagement Lifecycle’.

Chris Halliwell, Technology Marketing Consultant in Silicon Valley, who examines how a start-up company can analyze its early sales leads to refine its targeting strategy.