BUS131D_Lecture14_Handout

BUS131D_Lecture14_Handout - Product: New Product Adoption...

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Unformatted text preview: Product: New Product Adoption Dr. Michael Merz Department of Marketing & Decision Sciences College of Business San Jose State University Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 2 Today’s Agenda • The Brand Called You • New Venture Product Adoption – Technology Adoption Cycle – Types of Adopters – The Chasm – Beyond the Chasm: The Bowling Alley and the Tornado Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 3 What can we learn from the article “The Brand Called You”? 1.) What does personal branding have to do with branding new ventures? 2.) How can we brand ourselves? How can we relate this to new ventures? Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 4 Building Strong New Venture Brands—Summary What are the qualities or characteristics that make you distinctive from your competitors? How can you add remarkable, measurable, distinguished, distinctive value? The Brand Called You Your New Venture Brand Distinctive: Stands for something and has a point of view. Relevant: Connects to what someone else considers to be important. Consistent: People believe in a relationship based on consistency of behaviors experienced or observed. How can you enhance your profile/visibility? How can you ensure that you are consistent? Visible: People know about your new venture. What do I need to do to create (reputation) power? Credible: Thinks big. Thinks win-win. Dr. Michael Merz Department of Marketing & Decision Sciences College of Business, San Jose State University 5 Technology Adoption Cycle Innovators Early Adopters Early Majority...
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This note was uploaded on 09/08/2010 for the course BUS 131D at San Jose State.

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BUS131D_Lecture14_Handout - Product: New Product Adoption...

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