haku: @indexterm CHANGE / yhteensä: 1539
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| Tekijä: | Chakravorti, B. |
| Otsikko: | The new rules for bringing innovations to market |
| Lehti: | Harvard Business Review
2004 : MAR, VOL. 82:3, p. 58-67 |
| Asiasana: | Marketing Markets Innovation Strategy Change Consumer behaviour |
| Kieli: | eng |
| Tiivistelmä: | It is getting tougher all the time to get consumers to adopt innovations. More and more markets are taking on the characteristics of networks. Smart innovators learn to orchestrate marketwide change by starting from the endgame they desire. This article outlines a 4-part framework: Reason back from a target endgame, complement power players, offer coordinated switching incentives, and preserve flexibility in case the initial strategy fails. |
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