'Crossing the Chasm' provides insights into consumer behavior towards technology adoption by introducing the technology adoption life cycle model. This model describes the adoption or acceptance of a new product or innovation in stages based on the demographic and psychological profiles of various segments. The stages include innovators, early adopters, early majority, late majority, and laggards. The book emphasizes the importance of understanding the customer's attitude towards technology adoption, especially when marketing a discontinuous innovation that demands a shift in consumer behavior. It also highlights the need for marketers to tailor their approach to each segment's unique psychographics.

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The high-tech marketing model can be applied to ensure a start-up's success in a new market by focusing on moving segment by segment from innovators to early adopters. This involves tailoring the marketing approach to the unique psychographics of each segment. The technology adoption life cycle model, which describes the adoption or acceptance of a new product or innovation, is central to this strategy. By correctly applying this model, a start-up can achieve technology leadership and high-profit margins in a new market.

Start-ups may face several challenges when trying to cross the chasm between early adopters and the mainstream market. Firstly, the two markets have different customer profiles and purchasing behaviors, which may require a shift in marketing strategies. Secondly, the mainstream market is often more risk-averse and less willing to adopt new technologies compared to early adopters. This can make it difficult for start-ups to gain traction in the mainstream market. Lastly, if a start-up loses momentum before crossing the chasm, it may struggle to recover and achieve market leadership.

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Crossing the Chasm

How can the most cutting-edge start-ups fail? Start-ups fall to their death in the deep chasm that s...

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