Inside is tornado. Development strategies, success and survival in hyperstrous markets. Moore J.

Moore claims that the marketing of technological products differs from marketing of standard consumer goods. He explores the stages of marketing using the “life cycle of the implementation of technology”, which follows the product from the moment of birth to death, and offers an action plan for each stage. He also considers the distribution of power and influence within the company and in the market, as technological companies use elements of traditional business strategies (such as strategic partnerships, competitive advantage, positioning and organizational leadership). Moore uses the Tornado metaphor (when market demand grows exponentially) to describe the vortex stream of unprecedented power that flew into the global market with the advent of Internet technologies. Strategies described by MURA relate to almost any business or organization - regardless of size and nature - seeking to create or increase the demand for what they are selling. Moore also uses other metaphors: “Kegelban” (for niche marketing, when you choose segments pointwise) and “Maine Street” (when the tornado subsides and you need a focus on increasing value). He also turns to some images of the jungle: Gorilla - a company with the largest share of the market, chimpanzees - companies that wanted to become gorillas, but could not, and monkey - companies - manufacturers of clone products with a lower price. Moore proves that new technologies attract those consumers who love them. Next, you attract consumers-provisions who will want to use the technology to go to the war for competitors. There is a period of abyss - the time of wide adoption of technology. Many companies do not reach this phase. The method of overcoming the abyss is described in the book as the stage of Kegelban. You choose key segments that may reflect the needs of other segments. By offering them customized solutions, you create a ricochet effect and affect these niches. This is an analogy with how the ball first beats one and three cigarettes, and then already touches the other five in the back, which in turn fall on the caps in the last row. Tornado is a period of massive technology. This is a peak of demand, since everyone wants to introduce this standard at the same time. Product standardization and reduction of costs and prices are needed. This strategy is exactly the opposite of Kegelban’s strategies - an analogy with a tornado is held, who had carried away Dorothy from Kansas to the country of Lake