Crossing the Chasm
Marketing and Selling High-Tech Products to Mainstream Customers
High-Tech MarketingIllusion
As the revised edition of this book is being written, it is 1998, and for this time we have seen a commercial release of the electric car. General Motors makes one, and Ford and Chrysler are sure to follow. Let's assume the cars work like any other, except they are quieter and better for the environment. Now the question is: When are you going to buy one?
The Technology Adoption Life CycleYour answer to the preceding question will tell a lot about how you relate to the Technology Adoption Life Cycle., a model for understanding the acceptance of new products. If your answer is, "Not until hell freezes over," you are probably a very late adopter of technology, what we call in the model a laggard. If your answer is, "When I have seen electric cars prove themselves and when there are enough service stations on the road," you might be a middle-of-the-road adopter, or in the model, the early majority. If you say, "Not until most people have made the switch and it becomes r ... read full excerpt from Crossing the Chasm ebook
