• Journal of Digital Convergence
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• v.14 no.11
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• pp.81-90
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• 2016

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.

• Journal of Convergence for Information Technology
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• v.7 no.2
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• pp.17-24
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• 2017

As the fourth industrial revolution era, lots of new convergence products are being launched but most of them are disappearing due to intense competition. In particular, small and medium-sized businesses(SMBs) don't have a lot of management capabilities, so they focus on performance and quality rather than considering specific marketing strategies when planning a product. However, if the strategy isn't included when new convergence products are planned, it can be difficult to enter the initial market and mainstream market. In this paper, we examined the risk factors that may occur in the process of transition from the initial market to the mainstream market, from chasm marketing perspective. Through this analysis, to launch new convergence product and go beyond chasm at the same time, we have analyzed the chasm marketing and social network perspective, and then suggested four marketing strategies. When SMBs make new convergence product enter into mainstream market, these marketing strategies will be favorable to them which want to position at the dominant advantage of the market in the fierce competition.

• Asia Marketing Journal
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• v.14 no.2
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• pp.1-22
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• 2012

Gifticon is an innovative new service of SK Marketing & Company. Launched in the end of 2006 for the first time in the world, the mobile gift certificate is in the form of a SMS message that bears a bar code to exchange with real products sent to the intended recipient through internet portal, messenger or/and mobile phones. The service started by connecting individuals (B2C business) and was expanded to the new marketing tools of companies (B2B business). While the business took off with soft progress in the initial year of launch, Gifticon business finally gained its momentum in the growth of sales in its second and third year. Yet, the data showed that the growth of user-base was getting stagnant that the number of users remained flat for the past few months. Moreover, competition from latecomers such as Giftishow from KTF and Heartcon from LG Telecom gets fierce. Particularly in B2B sector where Gifticon has made minimal profit, competitors started aggressive promotional activities, taking away shares from Gifticon. Under these circumstances, team is facing tough strategic decisions for its long-term growth; How can they further grow the business? Should they go after more massive targets for broader user-base? Should they pursue B2B business more aggressively? This case study asks students to come up with solutions for these questions by understanding concepts, theories and models for diffusion of innovations and strategies to overcome a chasm.

• Journal of Information Technology Services
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• v.18 no.1
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• pp.27-44
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• 2019

The goal of this study is to find why the consumers are reacting slowly or negatively toward smartwatches. Even though, smartwatches provide useful information such as health care and text message, the market was not growing fast as expected, and seems to be stagnant at this point. Thus, the future market predictions are varied. To find out why this may have happened, a Q-method study using non-adopters was conducted. In order to find out depth explanations from each interviewers, the research team chose the Q method and Q sorting to classify the different reasons for non-adopters. Based on the interview, all participants were clustered with into groups with similar patterns of the answers. The research team classified the interview group to three categories 1) Technology Discontent 2) Service Discontent 3) Indifferent. The research team analyzed each category reasoning and logics. Also the team compared the result to the technology chasm as it was proposed by Rogers (1969) to measure the maturity of the consumers.

• Asia Marketing Journal
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• v.6 no.2
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• pp.69-87
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• 2004

This study introduces the marketing case of KT NESPOT, the new product marketing strategy of hi-tech communication services. Hi-tech products have different characteristics and the marketing strategy from introduction to growth stage is particularly important for the success of such products. This case explored the characteristics of hi-tech products, analyzed the marketing environments, and suggested how such new products can succeed in marketing.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.2
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• pp.1026-1035
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• 2015

Although integrating design and marketing is critical for successful new product development (NPD), there has been a limited attention to the potential problems that arise during the NPD process and their possible solutions in academic literature. In order to narrow this gap, our study conducted a series of surveys of an interdisciplinary class project between marketing and design students over two year periods at one of U.S. universities. From the survey data collected from the total of 65 students who participated in the collaboration projects, we identified two most common problems: (1) conflict from the functional background, and (2) the conflict from imbalanced decision-making authority between design and marketing. In order to resolve such conflict, we found the two contrasting solutions: (1) facilitating communication and (2) prohibiting communication. Our findings contribute to the formation of a theoretical basis for research on the topic of design-marketing integration.

• Journal of Global Scholars of Marketing Science
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• v.8
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• pp.515-535
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• 2001

This paper begins with investigation of the race to unlock human DNA, and investigates the emergent areas of bio-technological innovations. This paper draws upon basic ideas from the research traditions of the diffusion of innovations in the competitive situations. To achieve the succesful diffusion of bio-technological innovations, following issues are suggested; clusters, alliances competence, core competence, consumer resistance, chasm phenomena, qualitative research, social network, and cross-culture. The better understanding of the diffusion of bio-tech innovations with empirical studies can complement research on the diffusion of bio-technological innovations and help in the development of a universal model for diffusion of high technological innovations.

• The Journal of the Korea Contents Association
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• v.15 no.9
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• pp.509-526
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• 2015

The study investigated the N-Screen strategies of paid digital contents of foreign newspapers belonging to advanced companies: USA, United Kingdom, and Japan. This research employed the time to launch paid digital content business, whether or not to segment market, and 4p marketing mix strategies for analyzing the strategies. The results show that the strategies, starting around the year 2000, had experience chasm, and then revived since the year 2010, when the penetration rate of mobile devices proliferated. Most newspapers still supply contents under the assumption that they paly in a mass market. The items of paid digital contents are mainly composed of e-paper and digital contents. Regarding the price strategy, soft paywall and combination paywall are largely used. Distribution strategy is subject to whether or not to discriminate the path of digital contents. As for promotion strategy, bundling strategy with newspaper is mostly utilized. The difference between western countries and Japan was found in term of the free trial service.