Wednesday, October 14, 2015
This session further examines strategy and
entrepreneurship including the concepts of disruptive innovations and marketing. During the first part of the session, the importance and
implications of the technology adoption life cycle
are examined. We also survey the key elements of entrepreneurial
marketing, including a compelling product/service strategy, a
well-crafted positioning statement, competitive differentiation, and a
subsequent penetration strategy (including distribution, promotion and
We will also discuss marketing as a set of relationships (i.e.,
partnerships and alliances) with customers, technology allies,
distribution and promotion partners, and even competitors. As
time allows, we will investigate the importance and critical elements of
"thinking globally" from a startup's perspective.Quote of the day:
“Nothing great was ever achieved without enthusiasm.” Ralph Waldo Emerson
on Study Questions.)
- What makes marketing so difficult and
important in a startup? What is its relative importance to the
product development and sales functions? Moreover, what is
the difference between a market analysis and a marketing strategy?
is a positioning statement and why is it important?
- What is a
discontinuous (disruptive) innovation?
- How does a startup go global?
on Required Readings.)