دانلود رایگان مقاله لاتین ارمغان آوردن محصول با تکنولوژی بازار از سایت الزویر
عنوان فارسی مقاله:
به ارمغان آوردن محصولات جدید با تکنولوژی بالا برای بازار: شش خطر در انتظار بازاریابان
عنوان انگلیسی مقاله:
Bringing new high-technology products to market: Six perils awaiting marketers
سال انتشار 2016
برای دانلود رایگان مقاله ارمغان آوردن محصول با تکنولوژی بازار اینجا کلیک نمایید.
بخشی از مقاله انگلیسی:
2. Significant market uncertainty
Moriarty and Kosnik (1989) equated ‘market’ with demand parties, but no market is complete without two additional components: (1) supply parties, and (2)the formal and informalrules/regulations governing how demand and supply parties meet and agree on, execute, and settle transactions. New technologies often are accompanied by significant uncertainty in each of these three facets of a market. 2.1. Uncertainty in market demand I never cease to be amazed by the exact market-size forecasts that are offered for new technologies five, ten, and fifteen or more years into the future. Transparency Market Research (‘‘Artificial intelligence,’’ 2016) provided a case in point with its headline: ‘‘artificial intelligence market to reach US $3,051.35 billion by 2024. . . [driven by] deployment of disruptive technologies.’’ The basis for this estimate? The 2015 global artificial intelligence market of $126.24 billion is expected to expand at a compound annual growth rate of 36.1%. While the forecast is qualified by appropriate words and measures of caution, the projected growth rate of 36.1% is very exact. . . and very iffy, especially when one considers the alleged motivator of the forecasted growth: deploymentin disruptive technologies. If there is one thing we know about disruptive technologies, it is that there are no certainties when it comes to their rollout in the marketplace and adoption in society. We are left to wonder: Why aren’t market-size forecasts for revolutionary technologies always accompanied by statements or measures of standard deviation? Admittedly,there are atleasttwo waysto forecast future demand for a new technology: (1) take some existing market with a known measure of demand (e.g., number of customers, units consumed, dollars in revenue), estimate an annual growth rate, and apply the rule of compounding; and (2)recognize that the post-new technology market may be very different from today’s market, develop different scenarios for the markets in the future, and size demand by working bottom-up from a fundamental understanding of the drivers of demand. In a world where even ‘‘Silicon Valley veterans argue that people routinely overestimate what can be done with new technology in three years, yet underestimate what can be done in 10 years’’ (Plambeck, 2016), my word of caution for new-technology marketers is to beware of the first approach and dive into the second. Doing so will not be easy. Any sizing of future demand in terms of sale dollars must necessarily be a product of at least two numbers: price and quantity. The marketer will choose price at some future point of time given his/her objectives, the prevalent market context, and any operating constraints. As for the quantity, it will be a function of the price and the distribution of willingness to pay among a heterogeneous population. The distribution is not static but dynamic as the marketer adopts different marketing strategies and tactics, the technology diffuses in the marketplace, new problem solutions appear on the horizon, and the world changes.
برای دانلود رایگان مقاله ارمغان آوردن محصول با تکنولوژی بازار اینجا کلیک نمایید.
کلمات کلیدی:
Bringing New High-Technology Products to Market: Six Perils Awaiting ... fernfortuniversity.com/hbr/case.../19371-bringing-new-high-technology-produ.php Custom Bringing New High-Technology Products to Market: Six Perils Awaiting Marketers Harvard Business (HBR) Case Study Analysis & Solution for $11. Marketing of High-technology Products and Innovations https://books.google.com/books?isbn=0136049966 Jakki J. Mohr, Sanjit Sengupta, Stanley F. Slater - 2009 - Business & Economics Overcoming the Challenges in Commercializing Disruptive Technology By Bill ... challenges in bringing a new disruptive technology like Memjet to market: 1. [PPT]Marketing of High-Technology Products and Innovations Jakki J. Mohr staffweb.ncnu.edu.tw/clhung/MOT/Mohr02.ppt Marketing of High-Technology Products and Innovations ... Bring new voices into the dialogue; Foster new connections inside and outside of the company; Look ... [PPT]Marketing of High-Technology Products and Innovations Jakki J. Mohr staffweb.ncnu.edu.tw/clhung/MOT/Mohr05.ppt Marketing of High-Technology Products and Innovations ... High-Tech Markets ... If you were in the market to buy a new PC today and these were your only options, which would ... (versus bringing them on-premise for a “dog and pony” show).
