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• 07:53, 25 August 2020 Dirkjan talk contribs created page Market Farming (Created page with "Market Farming is about maintaining a good relationship with a customer. While account selling is about making a one time sale, account management is about creating this relat...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S9 - Marketing Action Plan Assignment (Created page with "Audio fragment where prof Gruber explains the assignment: <html> <audio controls><source src="/static/files/MBI/Module%206/M6-S9%20-%20Assignment.mp3"type ="audio/mp3"/></aud...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S8 - Reading - Lodish - Entrepreneurial pricing- an often misused way to garner extraordinary profits (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_Lodish_etal_Chapter3Pricing.pdf">Lodish, L.M., Morgan, H.L., Archambeau, S. 2009. Entrepreneurial pricing-...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S7 - Reading - Lodish - Positioning, Targeting and Segmentation (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_Lodish_2001.pdf">Lodish, L.M., Morgan, H., Kallianpur, A. 2001. Positioning, Targeting and Segmentation</a...")
• 07:53, 25 August 2020 Dirkjan talk contribs created page M6-S6 - Reading - Shane - Prior knowledge and the discovery of entrepreneurial opportunities (Created page with "Full article: <html><a href="/static/files/MBI/Module%206/READINGS_Shane_OrgSc2000.pdf">Shane, S. 2000. Prior knowledge and the discovery of entrepreneurial opportunities</a...")
• 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...")

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