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http://dx.doi.org/10.22156/CS4SMB.2017.7.2.017

A Study on the Strategy for Mainstream Market Entry of New Convergence Products - SMBs concerning  

Kim, Young-Bok (Dept. of Business Administration, Kumoh National Institute of Technology)
Publication Information
Journal of Convergence for Information Technology / v.7, no.2, 2017 , pp. 17-24 More about this Journal
Abstract
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.
Keywords
Chasm Marketing; Convergence; New Convergence Product; Mainstream Market; Mainstream Market Entry Strategy;
Citations & Related Records
Times Cited By KSCI : 8  (Citation Analysis)
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