search query: @author Reddy, N. M. / total: 7
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| Author: | Reddy, N. M. |
| Title: | Market opportunity analysis for emerging technologies. |
| Journal: | Management Decision
1990 : VOL. 28:8, p. 10-19 |
| Index terms: | MARKETING STRATEGY TECHNOLOGICAL INNOVATION NEW PRODUCTS |
| Language: | eng |
| Abstract: | Speeding technology to market, and to the right market, is increasingly held out as the hallmark of well run technology-based organizations. A very usable step-by-step approach to strategic marketing planning in technology-led products and services is described. The Market Opportunity Analysis (MOA) framework is outlined. The procedure of market description and assessment is highlighted. The role of competitive analysis is explained. The role of market programming is evaluated. To assist the marketer of new technologies, the methodology is operationalized. The key points are summarized in figures and tables. The methodology was developed originally for a course at the Weatherhead School of Management, Case Western Reserve Univ. |
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