Winning the take-off battle
This article suggests the need to build a four-part plan to win the take-off battle. This encompasses finding the right application, partnering in the value chain, pre-marketing before launch and minimising the customer’s adoption hurdle. Interviews in the US and Germany across a range of industries showed the value of these key factors in accelerating early sales and winning the take-off battle for new technologies. … [ Read more ]
Content: Article | Authors: Sabine Kuester, Thomas Robertson | Source: European Business Forum (EBF) | Subjects: Management, Marketing / Sales