@article{ART001427512},
author={김택준 and kim, kee-woong},
title={A Case Study of Chasm Marketing in a New-Product Launching},
journal={Journal of Knowledge Information Technology and Systems},
issn={1975-7700},
year={2010},
volume={5},
number={1},
pages={59-66}
TY - JOUR
AU - 김택준
AU - kim, kee-woong
TI - A Case Study of Chasm Marketing in a New-Product Launching
JO - Journal of Knowledge Information Technology and Systems
PY - 2010
VL - 5
IS - 1
PB - Korea Knowledge Information Technology Society
SP - 59
EP - 66
SN - 1975-7700
AB - 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.
KW - Chasm Marketing;placebo effect;Leverage;Bowling Alley;Tornado Strategy
DO -
UR -
ER -
김택준 and kim, kee-woong. (2010). A Case Study of Chasm Marketing in a New-Product Launching. Journal of Knowledge Information Technology and Systems, 5(1), 59-66.
김택준 and kim, kee-woong. 2010, "A Case Study of Chasm Marketing in a New-Product Launching", Journal of Knowledge Information Technology and Systems, vol.5, no.1 pp.59-66.
김택준, kim, kee-woong "A Case Study of Chasm Marketing in a New-Product Launching" Journal of Knowledge Information Technology and Systems 5.1 pp.59-66 (2010) : 59.
김택준, kim, kee-woong. A Case Study of Chasm Marketing in a New-Product Launching. 2010; 5(1), 59-66.
김택준 and kim, kee-woong. "A Case Study of Chasm Marketing in a New-Product Launching" Journal of Knowledge Information Technology and Systems 5, no.1 (2010) : 59-66.
김택준; kim, kee-woong. A Case Study of Chasm Marketing in a New-Product Launching. Journal of Knowledge Information Technology and Systems, 5(1), 59-66.
김택준; kim, kee-woong. A Case Study of Chasm Marketing in a New-Product Launching. Journal of Knowledge Information Technology and Systems. 2010; 5(1) 59-66.
김택준, kim, kee-woong. A Case Study of Chasm Marketing in a New-Product Launching. 2010; 5(1), 59-66.
김택준 and kim, kee-woong. "A Case Study of Chasm Marketing in a New-Product Launching" Journal of Knowledge Information Technology and Systems 5, no.1 (2010) : 59-66.
