10. After the launch

Question 1

What are different reactions to competitive entry?

Answer 1

• Ignore it
• Withdraw from market
• Accommodate competitor
• Fight back
  Instrumental dimension
  Intensity dimension
  Breadth dimension
  speed dimension

Question 2

Why is it difficult to cross the chasm?

Answer 2

There are differences between early adopters and the early majority.
They have different claims regarding new products, it can take a while before early majority starts buying products

Question 3

What are ways to cross chasm?

Answer 3

1. Sprinkler strategy
   Product in all kind of segments, could be a problem because you spread resources
2. Waterfall strategy
   Focus strategy, can be more promosing investing resources on a specific market segment and convince whole market

Question 4

Why delete products from market?

Answer 4

To lower costs of
- changeovers in products
- inventory/handling small orders
- managing wide range of products
Concentrate marketingresources
Avoid customer confusion

Question 5

Why hestitate to delete product?

Answer 5

The crucial role of customer consequences
- Psychological costs: degree to which customer becomes uncertain about supplier due to elimination
Economic costs degree of customers perceived economic burden due elimination

Question 6

What are the antecedents of deletions?

Answer 6

• Stock on hand old product
• residual demand
• availability new product
• Reaction of customers/retailers
  seasonality

Question 7

Deletion strategies

Answer 7

• Drop immediately
• Phase out immediately
• Run out
• Sell out to external party
• Reintroduce as special