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• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S6 - Reading - Dougherty - Interpretative barriers to successful product innovation in large firms (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_%20Dougherty_OrgSc_1992.pdf">Dougherty, D. 1992. Interpretative barriers to successful product innovation...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S5 - Reading - Danneels - The process of technological competence leveraging (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_Danneels_SMJ2007.pdf">Danneels, E. 2007. The process of technological competence leveraging</a></html>...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S4 - Reading - Gruber M. Look before you leap: Market Opportunity Identification in Emerging Technology Firms (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_Gruber_MacMillan_Thompson_MSc_2008.pdf">Gruber, M., MacMillan, I.C., Thompson, J.D. 2008. Look before you...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S3 - Reading - Prahalad, C.K. The core competence of the corporation (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/The%20Core%20Competencies%20of%20the%20Corp.pdf">Prahalad, C.K., Hamel, G. 1990</a></html> At least three test...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S3 - Case - Wallycard (Created page with "Wallycard's main problems: * What is their real core competence? * What strategic alliances do they really have? Not likely a successful venture! Category:marketing Ca...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S2 - Reading - Crossing the chasm: marketing and selling high-tech products to mainstream customers (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_Moore_2000.pdf">Moore, G.A. 2001. High-tech marketing illusion (Chapter 1)</a></html> , in: Crossing the...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Reading - Gruber, M. 2004. Marketing in new ventures: theory & empirical evidence (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_Gruber_SBR_2004.pdf">Gruber, M. 2004. Marketing in new ventures: theory & empirical evidence</a></html>...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Marketing in new ventures: theory empirical evidence - Stage models (Created page with "{{:Marketing in new ventures: theory empirical evidence - Stage models}} Category:marketing Category:M6")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Marketing in new ventures: theory empirical evidence - Opportunity recognition (Created page with "From the perspective of entrepreneurial marketing, key issues are * Entrepreneurial alertness ** A general acknowledgement of the importance of fulfilling customer needs ** He...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Marketing in new ventures: theory empirical evidence - Market entry strategy (Created page with "Three elements: * Choice of target market ** '''Conventional wisdom''' of marketing textbooks and works on business planning says that '''markets should be analyzed and segmen...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Marketing in new ventures: theory empirical evidence - Leveraging marketing resources (Created page with "Two groups: * Srategies and tactics for '''reducing the amount of resources''' (“let others pay”) ** Free-riding strategy *** Focuses on problems of excluding consumers wh...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Marketing in new ventures: theory empirical evidence - Establishing a markting function (Created page with "Three issues: * The '''degree of formalization''' that is required in marketing ** Several researchers argue that the management of innovation, which occurs mostly in uncertai...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Marketing in new ventures: theory empirical evidence - Establishing a brand (Created page with "Factors which are impor-tant in brand management are: * The process of '''building an identity and brand''' ** Advertising alone rarely creates brands, and that '''quality is...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S1 - Marketing in new ventures: theory empirical evidence - Challenges for marketing (Created page with "{| class="wikitable" !Characteristic !Challenge !Authors |- |'''Newness of the firm''' |* unknown entity to potential customers and other parties <br>* lack of trust in the ab...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S9 - Conclusions & Marketing Action Plan (Created page with "'''Session Purpose''' * Summarizing and synthesis of the core concepts in Entrepreneurial Marketing * Application of this module’s content to your venture '''Discussion Topi...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S8 - Marketing Implementation: The Marketing Mix & Guerilla Marketing Approaches (Created page with "'''Session Purpose''' * Understanding how marketing strategies can be implemented * Dealing with resource scarcities in new ventures '''Discussion Topics''' * How to integrate...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S7 - Market Segmentation, Targeting & Positioning (Created page with "'''Session Purpose''' * Understanding customer characteristics & customer benefits * Addressing coherent customer groups * Identifying an attractive positioning for your offer...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S6 - Presentation of Elevator Pitches, Feedback & Process Reflection (Created page with "'''Session Purpose''' * Understanding the role of prior knowledge in market opportunity identification * Analyzing & managing team processes in market opportunity identificati...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S5 - From Technology to Market: RFID Case (Created page with "'''Session Purpose''' * Experience first-hand the role of resource-leveraging / identification of growth options for the venture’s resources * Observing team processes & bec...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S4 - Identifying Market Opportunities for Technological Resources (Created page with "'''Session Purpose''' * Understanding the role of resource fungibility in market opportunity identification * Multiple market opportunities, firm diversificati...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S3 - Marketing, Strategic Management & VentureEvolution (Created page with "Purpose'' * Linking venture strategy & marketing issues * Assessing critical marketing issues using a case example '''Discussion Topics''' * The role of resources for achievin...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S2 - Macro Perspective: Innovation, Industry Evolution and Product Diffusion Patterns (Created page with "'''Session Purpose''' * Understanding macro-level dynamics in order to develop effective firm-level marketing strategies * Projecting product diffusion patterns and avoiding c...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing-S1 - Overview (Created page with "'''Session Purpose''' * Introducing the concept of Entrepreneurial Marketing * Understanding the role of Entrepreneurial Marketing within the entrepreneurial process * Delinea...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M6-Entrepreneurial Marketing (Created page with " <html><a href="/static/files/MBI/Module%206/mbi02.6_001.pdf">Module overview</a></html> M6-Entrepreneurial Marketing-S1 - Overview|M6-Entrepreneurial Marketing-S1 - Ove...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M5-S8 - Case - Disruptive technology - Skype (Created page with "Read the <html><a href="/static/files/MBI/Module%205/Skype_case.pdf">Skype case</a></html> Questions to consider: * What is the customer experience of Skype? * Do you thi...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M5-S5 - Case - Pixar notes (Created page with "Complementary assets: * Complementary assets are not complementary goods * Complementary goods stimulate sales of the original product and vice versa Category:marketing [...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M5-S4 - Case - Lyncée Tec (Created page with "Read the full <html><a href="/static/files/MBI/Module%205/LynceeTec.pdf">Lyncée Tec case</a></html> * Q:How strong are the legal mechanisms protecting Lyncée Tec's tec...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M5-S2 - Case - Halalati (Created page with "Full article <html><a href="/static/files/MBI/Module%205/Halalati%20Case.pdf">Halalati case</a></html> The primary goal for halalati was to enable firms to “crowdsource...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S7 - Closing remarks (Created page with "{{:M11-S7 - Audio - Closing Remarks}} We talked about Characteristics of the Entrepreneur. Category:marketing Category:M11")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S6 - Session - Pricing Strategy (Created page with "{{:M11-S6 - Audio - Pricing Strategy}} We talked about Pricing strategy. Conjoint analysis helps in determining the right feature se...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S5 - Session - Life cycle value (Created page with "{{:M11-S5 - Audio - Life cycle value}} We talked about The Commodity Magnet. In this model different strategies are important at different moments in...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S4 - Session - Create a newspaper (Created page with "{{:M11-S4 - Audio - Create a newspaper}} We worked in groups on creating a newspaper: see Cover Story@games. Category:marketing")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S3 - Customer Value proposition (Created page with " <html> <audio controls><source src="/static/files/MBI/Module%2011/M11-S3%20-%20Customer%20Value.mp3"type ="audio/mp3"/></audio> </html> A Competitive advantage|Competitive...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S2 - Session - Defining the business (Created page with "{{:M11-S2 - Audio - Defining the business}} The session started with 'Defining the business' using the Abell Framework which can be summarized into three q...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M5-S5 - Case - Pixar (Created page with "Read the full <html><a href="/static/files/MBI/Module%205/pixar.pdf">Pixar case</a></html> Discussion questions * What is Pixar particularly good at? * How do the capabil...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S1 - Session - Introduction to Marketing (Created page with "Listen to the session audio: {{:M11-S1 - Audio - Introduction to marketing strategy}} First a brief definition of Marketing (Marketing is building sustainable b...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page Category:M11-Market Roadmapping (Created page with "{{category}}")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S1 - Reading - Marketing Strategy and Organization - Chapter 6 - Shaping the future (Created page with "In Marketing Strategy and Organization: Building Sustainable Business a Strategy is defined...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S1 - Reading - Marketing Strategy and Organization - Chapter 5 - A Concept of the future (Created page with "=Pilars of a sustainable business= <html><a href="/static/files/MBI/Module%2011/Business%20Roadmapping%20Handouts%202.pdf">Session handouts</a></html> Marketing must ans...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S1 - Reading - Marketing Strategy and Organization - Chapter 4 - Strategic Ambition (Created page with "=Sustainability of a competitive advantage= This chapter starts to define the Role of Marketing in an organisation. It continues to de...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S1 - Reading - Marketing Strategy and Organization - Chapter 2 - Defining the business (Created page with "=Chapter summary= See Business Roadmapping Audit =Defining the business= The authors start 'Defining the business' using the Abell Framework|A...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-Market Roadmapping (Created page with " <html><a href="/static/files/MBI/Module%2011/Module%2011%20overview.pdf">Module overview</a></html> =Preparation= Read the book Marketing Strategy and Organization: Buil...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page M11-S2 - Case - ElBulli Restaurant (Created page with "See the <html><a href="/static/files/MBI/Module%2011/Case%20ElBulli.pdf">full case</a></html> Category:marketing Category:Case Category:M11")
• 07:52, 25 August 2020 Dirkjan talk contribs created page Lifestyle Segmentation (Created page with "A comprehencive consumer segmentation framework that was defined by gfk roper. In this framework consumers are defined in a grid according to their Basic consumer value...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page Laggard (Created page with "The laggards simply do not want to have anything to do with new technology. This is for a variety of reasons, some personal, some economic. The only time they buy a new techno...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page Innovator (Created page with "Part of M6-S2 - Reading - Crossing the chasm: marketing and selling high-tech products to mainstream customers|M6-S2 - Reading - Crossing the chasm: marketing and selling hi...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page Industry (Created page with "An industry can be defined as the group of companies producing offerings that are substitutes of each other. Category:marketing Category:M11...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page In-market price testing (Created page with "In-market price testing means that you are testing what customers are willing to pay for your product or service by charging different customers in the same market different p...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page Impetus (Created page with "Driving force, Impulse, Incentive, Stimulus, Stimulation or encouragement resulting in increased activity. ''Current customers and the revenue stream they generate have a stro...")
• 07:52, 25 August 2020 Dirkjan talk contribs created page Ideation of strategy options (Created page with "=Ideation of strategy options= There are several ways to generate new strategic market options: * Trend spotting * Weakness audit * A str...")

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