7: Global Marketing & Sales

Wednesday, October 14, 2015
Summary: 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 pricing).

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

Study Questions
(Policy 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?
  • What is a positioning statement and why is it important?
  • What is a discontinuous (disruptive) innovation?
  • How does a startup go global?
Required Readings (Policy on Required Readings.)