EMGT 505 Midterm Updated

EMGT 505 Midterm Updated - Technology Marketing Midterm...

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Technology Marketing Midterm This exam is due no later than Friday the 13! Im giving extra time since Ive taken extra time making it up! My apologies… 1. Short essay (2 pgs typed, double-spaced) Our reading materials and class discussions have considered the problem of managing disruptive technologies: specifically developing and executing a marketing strategy for an innovative product. Consider how Shoemaker and Cristensen resolve aspects of this problem in Chapter 6 of Managing Emerging Techologies (Day and Schoemeaker, 2000), and Chapter 10 in The Innovator’s Dilemma (Chistensen, 2003). The reading materials and class discussions have led to many different ways of managing disruptive technologies. One of the first ways to manage a disruptive technology is to know that it is coming. Disruptive technologies seem to broadside incumbent companies with radical new ideas. The ideas typically aren’t that radical. The technology is already in use but either in a different industry or a totally new industry that hasn’t had lead users for very long, or is in a different network. If a manager is afraid to go into a different network, the advantage they have over smaller companies can be lost very quickly. Awareness of what other companies are doing and what their goals are should be a way to keep track of what your goals should be. Be sure you know what your point of inflection is in the S-curve of your products. Companies that continue to market only one product will quickly find themselves lagging behind. By being able to predict when the current products are going to be obsolete, one can estimate when the new products should be researched, reviewed and released. The inflection point of your adoption curve, similar to the S-curve should give you an idea of where the market is headed. Using an independent organization to try to “cover your bases” can greatly
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EMGT 505 Midterm Updated - Technology Marketing Midterm...

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