Moore in his book Crossing the Chasm discusses in relative detail marketing concepts that businesses that sell high-tech products will find handy. The book was first published in 1999 by HarperCollins Publishers in New York with a revised edition hitting the market…
If the author’s credentials are anything to go by, then one must surely get a lot of value in Crossing the Chasm.
Moore holds a bachelor’s degree from Stanford University and a doctorate from the University of Washington. He received his first degree in American Literature in 1967 and went further to get the doctorate degree in English Literature in 1974. Some of the books Moore has authored include The Gorilla Game published in 1998, Dealing with Darwin published in 2005, and Living on the Fault Line published in 2002.
In Crossing the Chasm, Moore explores and expands the diffusion of innovations model and the significant effects it has had on businesses that deal with high-tech products Linowes, nd). The Author notes that it many technologies are often introduced into the market with great enthusiasm only to fail due to poor adoption. He therefore notes that the establishment of successful businesses depends a lot on the strategies that entrepreneurs adopt and how they bridge gaps that come their way.
Noting the numerous problems that marketers of high-tech products experience, Moore sets a stage to tackle head on some of these problems. He presents several insights into the challenges that face growing software organizations and provides solutions to some of these problems. The author defines a market in a not-so-traditional way and presents a few of its unique characteristics. Of the high tech market he states, “part of what defines a high-tech market is the tendency of its members to reference each other when making buying decisions” (Moore, 1999).
Moore notes that the business plan used in marketing high technology models should be developed in a way that all the groups in the adoption lifecycle are well considered. He stresses, based on the smooth bell (adoption lifecycle) curve, that marketers should move with time to win one group of users after the other, and that they should use each group that has been “arrested” as a reference ...
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