Crossing the Chasm, Product Manager
Keita Gunji, Director, Japan, Member
In case of high-tech industry, we consider the diffusion of innovation(ref. 'Crossing the Chasm' Geoffrey A. Moore). Based on this, there's a gap to clean up skepticism for new technologies
. And it'll take 6-month to 2-year period until the diffusion of innovation accepted into majority group.
Company will take marketing action to cross the chasm existing between innovator and early majority. But sometimes, a product won't be able to cross the chasm due to investment issues, people issues, and market timing issues. Then most of them will not keep up with the PLC model, drastically change their business situation and their operation may get to the end or be targeted at M&A before success.
However, companies understand such a trend and then apply marketing activity to stabilize sales as well. Then in the long run, the product's life cycle doesn't misfit the general model. A product manager
should control these scenarios.