A Study on the Consideration Factors for State-of-the-art Defense Business Orders from Chasm Marketing Perspective

캐즘마케팅 관점으로 바라본 최첨단 무기체계 수주를 위한 고려요소에 관한 연구

  • Kim, Young-Bok (Dept. of Business Administration, Kumoh National Institute of Technology) ;
  • Kim, Hong-Ki (Dept. of Science in Defense Engineering, Kwangwoon University Graduate School) ;
  • Lee, Seung-Hee (Dept. of Business Administration, Kumoh National Institute of Technology)
  • Received : 2016.09.28
  • Accepted : 2016.11.20
  • Published : 2016.11.28


In the civil market, companies launch new products when the acquired innovations are ready, but in defense, customer requests the innovation applied weapon systems. The technology adoption cycle model takes unusual form of market like inverse chasm takes technology inversely. This thesis describes an inverse chasm from the perspective of technology adoption cycle, equipped product model, and technical progress S-curve. As a way to overcome the inverse chasm, considering factors like a self-investment demo model, customer needs, and the temporary chasm expanding phenomenon are derived. And order-effective relationship analysis and chasm marketing strategy are suggested. Especially securing the core technologies and possibility for equipped product by developing self-investment demo model are identified as a good marketing strategy of chasm. This analysis and strategy suggest the policy implications for preemptive advantage of market positioning in the procurement process of defense, discontinuous innovation technology applied on.


Chasm Marketing;Inverse Chasm;Chasm Marketing Strategy;Defense Business Orders;Considerations of Defense Business


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