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Informationen zum Autor Patrick Corsi is an international consultant in innovation engineering at KINNSYS, Brussels, Belgium and is an Associate Professor at ISTIA Innovation, Angers University, France. Mike Dulieu has expertise in consultancy, general and technical management and sales and marketing roles. He has a wide knowledge of a number of vertical and horizontal markets, technologies and applications and has broad international experience. Klappentext This book provides the basic models and methods for the profitable use and marketing of advanced technology. It provides a guide to developing and administering marketing plans, conducting market research, searching for and managing partners, tapping capital for innovation, scoping adequate pricing methods, managing intellectual property rights, and selling and distributing products and services. It also shows how to develop formatted business plans for investors. This title is uniquely focused on the critical technology/market interface, and provides an executive introduction to marketing these products and services. Zusammenfassung Provides the basic models applicable to, and the applicable methods for, the profitable use and marketing of advanced technology. Inhaltsverzeichnis Preface xv Introduction and Overview xix Part 1. Generating Value from Innovation 1 Chapter 1. The New Operating Context 3 1.1. Where the future can be invented 3 1.2. Understanding the new world 3 1.3. From shortage of resources to a surplus of abundance 5 1.4. Three economic eras, three marketing attitudes 6 Chapter 2. A Few Key Points a Technical Manager Should Know 9 2.1. The only sure thing about innovation is that it is about change 9 2.2. Change is about the organization itself 10 2.3. What are they? 10 2.4. The intimate relationship between innovation and competition 11 2.5. To be good technically is valuable for the enterprise only if it is also good at marketing 12 2.6. Marketing reinvents industry 14 2.7. Diffusion of innovation is a non-linear phenomenon 15 2.8. As a consequence, models must deal with discontinuity 16 2.9. Modern society favors a culture of earliness 16 2.10. Keeping afloat with derivatives 17 2.11. Make a journey to get from idea to market 17 2.12. As old problems get new solutions, old markets get new products 18 2.13. New problems that affect market issues 20 Chapter 3. Understanding the Customer 27 3.1. The changing role of the salesman 27 3.2. Needs and wants in the future: how do we assess them? 28 3.3. Some possible sources 28 Chapter 4. Business Models: the Engines of the New Economy 29 4.1. The role of the salesman 29 4.2. Purpose and value of a business model 30 4.3. The notion of business modeling has evolved 31 4.4. Some principles for designing business models 58 4.5. Three business model archetypes 63 Chapter 5. Basic Models in High-Tech Marketing 79 5.1. Recasting the basic model curves 79 5.2. Additional comments 89 5.3. How long does each phase last? 90 5.4. Navigating the bell curve is not as direct as sequencing tasks 91 5.5. Visionaries and pragmatists 92 5.6. Product value drifts into added services 93 5.7. Some easy mistakes 93 5.8. Some final thoughts and conclusions 95 Chapter 6. Bridging People, Markets and Technologies 97 6.1. Segmentation 97 6.2. The user chain, direct and indirect users 98 Part 2. Marketing Technology Intensive Products, Services and Processes 103 Chapter 7. The New Operating Context 105 7.1. Where the future can be invented 105 7.2. Success or failure? Technology marketing in t...
