|
Entrepreneurial marketing for
high-technology ventures has its specific challenges. We will
start with an introduction to the Geoffrey Moore's 'Technology
Adoption Life Cycle' and discuss its implications on product positioning
and differentiation, and marketing analysis and strategy.
|
|
|
Relevant
Texbook Chapters
Chapter 11 The Marketing
and Sales Plan
|
|
| |
|
Discussion
Questions
1. What makes marketing so difficult and important in
a start-up?
2. What is its relative importance to the product development
and sales functions?
3. What is the difference between a market analysis and a
marketing strategy?
4. What is a discontinuous innovation? What is a disruptive
technology? |
|
| |
|
Slidedeck:
Entrepreneurial Marketing
Professor Tom Byers' slides for this entrepreneurial marketing
workshop. |
|
| |
|
|
