Geoffrey A. Moore

¿Existe alguna conexión entre las leyes de la naturaleza y el mundo de los negocios? Este libro demuestra que en la era global no podemos pasar por alto una de las máximas darwinianas: sólo sobreviven los organismos que mejor han sabido adaptarse a su entorno. Del mismo modo, las leyes del mercado del siglo XXI nos obligan a mantener el estado de alerta frente a nuestros competidores, y la clave esta en innovar constantemente. La innovacion no es una opcion deseable, sino una necesidad: es cuestion de renovarse o morir, y ni siquiera las empresas mas poderosas son inmunes ante este principio implacable. Moore analiza diferentes tipos de estrategias y nos indica cuando debemos aplicarlas. Pero no basta con innovar: es necesario evitar la inercia -el gran enemigo de todo proceso evolutivo- y centrar nuestra atencion en aquellas iniciativas que aporten ventajas significativas a nuestros productos o servicios.

¿Existe alguna conexión entre las leyes de la naturaleza y el mundo de los negocios? Este libro demuestra que en la era global no podemos pasar por alto una de las máximas darwinianas: sólo sobreviven los organismos que mejor han sabido adaptarse a su entorno. Del mismo modo, las leyes del mercado del siglo XXI nos obligan a mantener el estado de alerta frente a nuestros competidores, y la clave esta en innovar constantemente. La innovacion no es una opcion deseable, sino una necesidad: es cuestion de renovarse o morir, y ni siquiera las empresas mas poderosas son inmunes ante este principio implacable. Moore analiza diferentes tipos de estrategias y nos indica cuando debemos aplicarlas. Pero no basta con innovar: es necesario evitar la inercia -el gran enemigo de todo proceso evolutivo- y centrar nuestra atencion en aquellas iniciativas que aporten ventajas significativas a nuestros productos o servicios.

Geoffrey Moore is one of the most respected and bestselling names in business books. In his widely quoted Crossing the Chasm, he identified and addressed the greatest challenge facing new ventures. Now hes back with a book for established businesses that need to learn how to adaptor suffer the slow declines into marginalized performance that have characterized so many Fortune 500 icons in recent years.Deregulation, globalization, and e-commerce are exerting unprecedented pressures on company profits. In this new economic ecosystem, companies must dramatically differentiate from their direct competitorsor risk declining performance and eventual extinction. But how do companies choose the right innovation strategy? Or overcome internal inertia that resists the kind of radical commitments needed to truly set the companys offers apart?Illustrating his arguments with more than one hundred examples and a full-length case study based on his unprecedented access to Cisco Systems, Moore shows businesses how to meet todays Darwinian challenges, whether theyre producing commodity products or customized services. For companies whose competitive differentiation to the marketplace is still effective, he demonstrates how innovations in execution can help boost productivity, whether a company is competing in a growth market, a mature market, or even a declining market. For companies in danger of succumbing to competitive pressures, he shows how to overcome inertia by engaging the entire corporate community in an unceasing commitment to innovate and evolve.For any business competing in todays eat-or-be-eaten economic jungle, this groundbreaking guide shows not only how to survive, but also thrive.

In his classic work Crossing the Chasm, Geoffrey Moore introduced the concept of a -chasm that new innovative products must cross to reach the mainstream market. Now he teaches marketers how to bridge it and survive the ensuing whirlwind of demand.aThe definitive work on high-tech marketing strategy, this book examines the real-life tactics used by successful chasm crossers such as HP, Apple, AT&T, Oracle, NeXT, and Silicon Graphics. Moore explains how to seize control of the profit-rich niches that exist beyond the chasm and enter the tornado phase of their Technology Adoption Life Cycle. He explores the effects of the Technology Adoption Life Cycle not just on marketing but on overall business planning, especially strategic partnerships, competitive advantage, positioning, and organizational leadership.

The fault line -- that dangerous, unstable seam in the economy where powerful innovations and savage competition meet and create market-shattering tremors. Every company lives on it; no manager can control it. In the original edition of Living on the Fault Line, Geoffrey Moore presented a compelling argument for using shareholder value (or share price) as the key driver in management decisions. Moore now revisits his argument in the post-Internet bubble world, proving that the methods he espouses are more germane than ever and showing companies how to use them to survive and thrive in todays demanding economy. Extending the themes of Crossing the Chasm and Inside the Tornado, his first two books on the dynamics of the high-tech markets, Moore shows why sensitivity to stock price is the single most important lever for managing in the future, both as a leading indicator of shifts in competitive advantage and as an employee motivator for making necessary changes in organizations heretofore impervious to change. This revised and updated edition includes: A deeper emphasis on core versus context, which has emerged as the key distinction in allocating resources to improve shareholder value A new Competitive Advantage Grid that will aid managers in achieving and sustaining competitive advantage, the most important component in managing for shareholder value An expanded Value Discipline Model as it relates to the Competitive Advantage Grid Analysis of the powerful new trend toward core/context analysis and outsourcing production duties Updated models of organizational change for each stage of market development As disruptive forces continue to buffet the marketplace and rattle the staid practices of the past, Moore offers a brilliant set of navigational tools to help meet todays most compelling management challenges.

The bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.With over a million copies sold, Geoffrey A. Moores classic has become the definitive model for any company launching disruptive innovations.Why do most high-tech ventures fail? They fall into the chasmthe vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you cant cross this chasm, your technology is doomed.This bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market:The Technology Adoption Life Cycle: Learn to identify the five distinct customer segmentsfrom Innovators to Laggardsand understand why the gap between visionaries and pragmatists is the point of greatest failure. Target the Point of Attack: Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly. Assemble the Invasion Force: Master the "whole product" concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers. Define the Battle: Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.

The bible for bringing cutting-edge products to larger markets is now revised and updated with new insights into the realities of high-tech marketing.With over a million copies sold, Geoffrey A. Moores classic has become the definitive model for any company launching disruptive innovations.Why do most high-tech ventures fail? They fall into the chasmthe vast gap between the first wave of visionary early adopters and the lucrative mainstream market. If you cant cross this chasm, your technology is doomed.This bestselling guide provides a repeatable framework for navigating the perilous transition from a handful of early adopters to a profitable mainstream market:The Technology Adoption Life Cycle: Learn to identify the five distinct customer segmentsfrom Innovators to Laggardsand understand why the gap between visionaries and pragmatists is the point of greatest failure. Target the Point of Attack: Discover how to select a single beachhead market segment that is big enough to matter but small enough to win, focusing all your resources to achieve market leadership quickly. Assemble the Invasion Force: Master the "whole product" concept to create a complete, compelling solution by building tactical alliances with the right partners to satisfy the demands of pragmatic buyers. Define the Battle: Learn to create your competition and use strategic positioning to make your product the only logical choice for your target customers, making it easier for them to buy.

Readthis book to learn how to create a company as powerful as Apple.Guy Kawasaki,former chief evangelist of AppleInEscape Velocity Geoffrey A. Moore, author of the marketing masterwork Crossingthe Chasm, teaches twenty-first century enterprises how to overcome thepull of the past and reorient their organizations to meet a new era ofcompetition. The worlds leading high-tech business strategist, Mooreconnectsthe dots between bold strategies and effective execution, with an action planthat elucidates the link between senior executives and every other branch of acompany. For readers of Larry Bossidys Execution,Clay Christensens Innovators Solution, and Gary VaynerchucksCrush It!, and for anyone aiming for the pinnacle of business success, EscapeVelocity is an irreplaceable roadmap to the top.

Here is the bestselling guide that created a new game plan for marketing in high-tech industries. Crossing the Chasm has become the bible for brining cutting-edge products to progressively larger markets. This revised and updated edition provides new insights into the realities of high-tech marketing, with special emphasis on the Internet. Its essential reading for anyone with a stake in the worlds most exciting marketplace.

La biblia del marketing para productos de alta tecnologíaEn Cruzando el abismo, Geoffrey A. Moore describe lo que denomina el Ciclo Vital de Adopción de Tecnología, cuya idea principal es que no todos los consumidores son iguales. Hay entusiastas de la tecnologia o visionarios que adoptan los productos nuevos muy rapidamente, a pesar de estar inmaduros. Asimismo, hay un mercado masivo de consumidores que son mucho mas pragmaticos a la hora de adoptar un producto y que, en consecuencia, esperan a que este madure. Mientras que los pioneros estan dispuestos a hacer un sacrificio por estar entre los primeros, la mayoria espera hasta estar segura de que la nueva tecnologia realmente aporta mejoras. El reto para los innovadores y los profesionales del marketing es estrechar ese gran abismo que da titulo al libro y que la mayoria de empresas no consiguen cruzar. Esta nueva edicion actualiza el clasico de Geoffrey Moore con decenas de nuevos ejemplos de exitos y fracasos, innovadoras estrategias de marketing para un contexto digital y los ultimos descubrimientos y casos del autor. Ademas, incluye dos nuevos apendices: el primero enlaza las proposiciones de Cruzando el abismo con el siguiente libro de Moore, Inside the Tornado, y el segundo presenta el modelo de los Cuatro Engranajes en la adopcion tecnologica del ...