Marketing the Unknown: Developing Market Strategies for Technical Innovations
| Author | : | |
| Rating | : | 4.89 (666 Votes) |
| Asin | : | 0471986216 |
| Format Type | : | paperback |
| Number of Pages | : | 248 Pages |
| Publish Date | : | 2016-05-29 |
| Language | : | English |
DESCRIPTION:
Useful marketing outlook for breakthrough products Prof. David Corkindale Most marketing books in the high tech area assume that the company putting new, high tech products into the market are large and with an established presence and reputation in the market place - this gives them a good start in commercialising and marketing. Some even say that marketing high tech products is no different than for consumer products and can essentially follow the steps of 'finding out what the customers want and then giving it to them'. Millier challenges this and states that there are many circumstances where the technology has to be 'pushed' or 'sold' into a market that may be uninterested at best or negative. Must read book for New Products looking for a market Dominique Rougie This book is a must read book for whose who are willing to launch a new technological product that does not have a market yet. This book is full of practical & realistic insights. It is a very important area that almost no other books that I know address. When ressources are limited, 'marketing the unknown' will drive you to a fundemental , structured & highly defendable (to your organisation) plan. Experiences proved it works and lead to results.. "Poorly translated and lacking in substance" according to Cabin Boy. The book promises a lot but delivers very little. In the final analysis it is a book in the typical management science genre. The conclusions are based on anecdotal observations. The book offers little for the hands-on manager looking for guidance in forming a commercialization strategy for new technologies.
He also encourages the reader to think constructively and stimulates the imagination with the intention of enabling the reader to realise that other possible solutions exist. These have been derived from observing a large number of industrial innovation projects over a long period of time - examples of which are used throughout the book to illustrate his argument. In 'Marketing the Unknown', Paul Millier attempts to find new answers to these innovation problems, on the grounds that each problem is unique and that there is not necessarily a known recipe for it or a success story that corresponds. Paul Millier lays down firm principles to guide systematic and constructive plans for the marketing and development of technological innovations. From the Inside Flap Innovations are always exceptional events in company life and
PAUL MILLIER is Professor of Industrial Marketing at E.M. He is currently Visiting Professor at Cranfield School of Management. LYON in France. He has also consulted in many industrial organizations such as Canon, EDF, Elf, Hutchinson, Kermel, Renault-Automation, Saint-Gobain Group, Schlumberger Industries, Schneider Electric SA and Thomson-CSF. . He has been responsible for the research team for the marketing of technological innovation since 1982
Those who apply these concepts may never launch another 'failure'." Agathe Massat, Manager, Corporate Risk Management, Motorola, USA 70% of the costs of R&D lead to failure - between 20% and 40% of these failures is due to technical reasons, the remainder can be attributed to the shortcomings of marketing strategy. It should be of interest to anyone who is in charge of transforming research investments into products with a secured market. His book represents a major marketing contribution with a profusion of valuable ideas." Marc Fermont, Dow Europe Vice President "Placing conside