Slide #1Entrepreneurial Marketing:What Can We Learn FromDocumentum Case?Slide #2Most Famous Model … Geoff Moore’s“Technology Adoption Life Cycle”InnovatorsInnovatorsEarlyEarlyAdoptersAdoptersEarly Early MajorityMajorityLateLateMajorityMajorityLaggardsLaggardsBowling AlleyMain StreetTornadoSource: Moore (1995), Inside the TornadoSlide #3Closing Comments1. Another chance to examine “entrepreneurialmarketing” as an important bridge between R&Dand sales in a high-potential technology venture.2. Marketing strategy and organizations must adaptover time as technologies move through theiradoption cycle. Documentum is one of the few“documented” cases available to capture the issuesof CTC theory.3. A terrific opportunity to see challenges of choosingbetween a horizontal (platform, standards, etc.)strategy versus a vertical (industry-specific,focused, etc.) strategy.4. Case gives a chance to appreciate what it takes toactually implement a CTC
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