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A Case Study of Chasm Marketing in a New-Product Launching

  • Journal of Knowledge Information Technology and Systems
  • Abbr : JKITS
  • 2010, 5(1), pp.59-66
  • Publisher : Korea Knowledge Information Technology Society
  • Research Area : Interdisciplinary Studies > Interdisciplinary Research
  • Published : February 28, 2010

김택준 1 kim, kee-woong 1

1한국항공대학교

Candidate

ABSTRACT

In order to distribute new-products, how to persuade customers whom have no experience in our products the introduction strategy through distribution channel is most important. But in this process, many companies will experience the ‘Chasm’ and whether they can successfully across the chasm or will disappear; otherwise they will have difficulties due to delaying over the break even point. Therefore launching and successfully across ‘the Chasm’ is the ultimate stage for the new product. On this paper, we applied Chasm marketing skills on the Samsung SPI (Samsung Plasma Ionizer) product and set forecasting, have run the Bowling Alley strategy. Eventually we have obtained leverage effects by the reference groups.

Citation status

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