'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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How can the most cutting-edge start-ups fail? Start-ups fall to their death in the deep chasm that separates early tech adopters and the pragmatic mai...
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To market a discontinuous innovation that demands a shift in consumer behavior, the customer's attitude to technology adoption becomes central. Since start-ups specialize in discontinuous innovations, the technology adoption life cycle model becomes central to marketing efforts. Technology is absorbed in a community in stages based on the demographic and psychological profiles of various segments. The technology adoption life cycle model, which is a sociological model that describes the adoption or acceptance of a new product or innovation, reflects this as a bell-curve with five segments: innovators, early adopters, early majority, late majority and laggards. The high-tech marketing model focuses on moving segment by segment from innovators to early adopters. At each stage, marketers must tailor their approach to the segment's unique psychographics. Done right, it can lead a start-up to technology leadership and high-profit margins in a new market. If the start-up loses momentum befor...