Question
In the book 'Crossing the Chasm', the concept of 'value domains' refers to the key areas of interest or value for different customer segments in a market. In the early market, which is dominated by specialists such as technology enthusiasts and visionaries, the value domains are the technology itself and the specific product. These early adopters are interested in the novelty and potential of the technology and product. On the other hand, in the mainstream market, which is dominated by generalists like pragmatists and conservatives, the value domains shift to the market and the company. These customers are more interested in the market reputation and the reliability of the company. Therefore, the value domain must influence the marketing strategy adopted at each stage.
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In the early market dominated by specialists, the key-value domains for technology enthusiasts and visionaries are the technology and product respectively. In the mainstream market dominated by generalists, the value domains for pragmatists and conservatives are market and company. The value domain must influence the marketing strategy adopted at each stage.
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