t
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rP
8696
JU N E 2 6 , 2 0 1 8
TEACHING NOTE
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Innovation Marketing Simulation:
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Crossing the Chasm
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No
Do
, Table of Contents
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os
Quick Start Guide ................................................................................................................................... 4
Key Information ......................................................................................................................................... 4
Running the Simulation ............................................................................................................................. 4
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Learn More ................................................................................................................................................ 4
Getting Started.............................................................................................................................................. 5
Teaching Note ............................................................................................................................................... 5
Overview .................................................................................................................................................... 5
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Introduction ............................................................................................................................................... 5
Synopsis .................................................................................................................................................. 6
Teaching Objectives ................................................................................................................................... 8
The Basic Model ........................................................................................................................................ 8
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The Student Experience .............................................................................................................................. 11
Overview .................................................................................................................................................. 11
Teaching Plan .............................................................................................................................................. 12
Introduction ............................................................................................................................................. 12
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Debriefing the Simulation Experience ..................................................................................................... 14
Other Takeaways .................................................................................................................................. 16
Suggested Discussion Questions ............................................................................................................. 18
Detailed Model Explanation........................................................................................................................ 19
No
Scoring Method ....................................................................................................................................... 19
Whole Product Solution Rating ............................................................................................................... 22
Technical Guide................................................................................................................................... 23
Adopting the Simulation and Enabling Student Access........................................................................... 23
Help Resources ..................................................................................................................................... 24
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Simulation Overview ................................................................................................................................... 25
Student User Screens .............................................................................................................................. 25
Introduction.......................................................................................................................................... 25
2
, Background Information ...................................................................................................................... 25
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Year 1 .................................................................................................................................................... 26
Year 1 Results ....................................................................................................................................... 27
Post-Year 1 Transition .......................................................................................................................... 28
Year 2–4 ................................................................................................................................................ 29
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Year 2–4 Results ................................................................................................................................... 35
Year 4 Results ....................................................................................................................................... 36
Facilitator User Screens ........................................................................................................................... 37
Set Up ................................................................................................................................................... 37
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Class Results ......................................................................................................................................... 38
Positioning Report ................................................................................................................................ 39
Appendices.................................................................................................................................................. 40
Appendix A: Background and Industry Text ............................................................................................ 40
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About Your Company ........................................................................................................................... 40
About the Industry ............................................................................................................................... 40
Appendix B: Segment Text....................................................................................................................... 41
Appendix C: Segment Scoring .................................................................................................................. 51
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Appendix D: Correct Decisions for Each Segment ................................................................................... 53
Appendix E: Bowling Pin Effect ................................................................................................................ 54
Appendix F: Supplementary Material...................................................................................................... 55
Appendix G: Release Notes ..................................................................................................................... 56
No
Do
3
, QUICK START GUIDE TEACHING NOTE TECHNICAL GUIDE APPENDICES
Quick Start Guide
t
os
Key Information
Author Michael Eckhardt, Chasm Institute; Mark Cavender, Chasm Institute; Chairman Geoffrey
Moore, Chasm Institute; and Dr. Tripat Gill, Wilfrid Laurier University
rP
Players/Scenarios/Roles Single player, two scenarios
Asynchronous Play? Yes
In-Class or Out-of-Class Play Either
Teaching Points Disruptive innovations, new ventures, market development, entrepreneurial marketing,
technology adoption, segment selection, whole product solution
yo
Target Audience Undergraduate, MBA, and executive courses on marketing of innovations, new venture
strategies, entrepreneurship, marketing strategy, technology management
Accompanying/ Teaching Note, Debrief Slides, Author Commentary, and Debrief Videos
Supplemental Material
Approximate Time Simulation Play: 20–30 minutes Debrief: 20–30 minutes
Required
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Running the Simulation
Technical specifications for this simulation can be found here: (A) Technical Specifications, (B) System Check. The typical steps
for setting up and running this simulation are as follows:
1. In the simulation setup tab, click “Set up a new run.” The class can play multiple runs, but only one at a time.
tC
2. Optional: Customize the simulation by selecting a scenario and choosing to turn on the positioning statement.
3. Ensure all students are populated into the simulation. View the registered user list by clicking on “View User List” to the
right of step 3.
4. You have several options for opening the simulation:
a. If you would like the students to begin by accessing the background and industry data first, you can select
No
“Prepare Mode Only”.
b. If you would like the students to have access to background and full game play, select “Open for play”.
See also: Technical Guide
Learn More
To learn more about this simulation, carefully review the Teaching Note and take advantage of any or all of the following
Do
resources:
• Free trial • Webinar recording
• Simulation preview • Information sheet
• Instructional videos • Web tour
4
os
rP
8696
JU N E 2 6 , 2 0 1 8
TEACHING NOTE
yo
Innovation Marketing Simulation:
op
Crossing the Chasm
tC
No
Do
, Table of Contents
t
os
Quick Start Guide ................................................................................................................................... 4
Key Information ......................................................................................................................................... 4
Running the Simulation ............................................................................................................................. 4
rP
Learn More ................................................................................................................................................ 4
Getting Started.............................................................................................................................................. 5
Teaching Note ............................................................................................................................................... 5
Overview .................................................................................................................................................... 5
yo
Introduction ............................................................................................................................................... 5
Synopsis .................................................................................................................................................. 6
Teaching Objectives ................................................................................................................................... 8
The Basic Model ........................................................................................................................................ 8
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The Student Experience .............................................................................................................................. 11
Overview .................................................................................................................................................. 11
Teaching Plan .............................................................................................................................................. 12
Introduction ............................................................................................................................................. 12
tC
Debriefing the Simulation Experience ..................................................................................................... 14
Other Takeaways .................................................................................................................................. 16
Suggested Discussion Questions ............................................................................................................. 18
Detailed Model Explanation........................................................................................................................ 19
No
Scoring Method ....................................................................................................................................... 19
Whole Product Solution Rating ............................................................................................................... 22
Technical Guide................................................................................................................................... 23
Adopting the Simulation and Enabling Student Access........................................................................... 23
Help Resources ..................................................................................................................................... 24
Do
Simulation Overview ................................................................................................................................... 25
Student User Screens .............................................................................................................................. 25
Introduction.......................................................................................................................................... 25
2
, Background Information ...................................................................................................................... 25
t
os
Year 1 .................................................................................................................................................... 26
Year 1 Results ....................................................................................................................................... 27
Post-Year 1 Transition .......................................................................................................................... 28
Year 2–4 ................................................................................................................................................ 29
rP
Year 2–4 Results ................................................................................................................................... 35
Year 4 Results ....................................................................................................................................... 36
Facilitator User Screens ........................................................................................................................... 37
Set Up ................................................................................................................................................... 37
yo
Class Results ......................................................................................................................................... 38
Positioning Report ................................................................................................................................ 39
Appendices.................................................................................................................................................. 40
Appendix A: Background and Industry Text ............................................................................................ 40
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About Your Company ........................................................................................................................... 40
About the Industry ............................................................................................................................... 40
Appendix B: Segment Text....................................................................................................................... 41
Appendix C: Segment Scoring .................................................................................................................. 51
tC
Appendix D: Correct Decisions for Each Segment ................................................................................... 53
Appendix E: Bowling Pin Effect ................................................................................................................ 54
Appendix F: Supplementary Material...................................................................................................... 55
Appendix G: Release Notes ..................................................................................................................... 56
No
Do
3
, QUICK START GUIDE TEACHING NOTE TECHNICAL GUIDE APPENDICES
Quick Start Guide
t
os
Key Information
Author Michael Eckhardt, Chasm Institute; Mark Cavender, Chasm Institute; Chairman Geoffrey
Moore, Chasm Institute; and Dr. Tripat Gill, Wilfrid Laurier University
rP
Players/Scenarios/Roles Single player, two scenarios
Asynchronous Play? Yes
In-Class or Out-of-Class Play Either
Teaching Points Disruptive innovations, new ventures, market development, entrepreneurial marketing,
technology adoption, segment selection, whole product solution
yo
Target Audience Undergraduate, MBA, and executive courses on marketing of innovations, new venture
strategies, entrepreneurship, marketing strategy, technology management
Accompanying/ Teaching Note, Debrief Slides, Author Commentary, and Debrief Videos
Supplemental Material
Approximate Time Simulation Play: 20–30 minutes Debrief: 20–30 minutes
Required
op
Running the Simulation
Technical specifications for this simulation can be found here: (A) Technical Specifications, (B) System Check. The typical steps
for setting up and running this simulation are as follows:
1. In the simulation setup tab, click “Set up a new run.” The class can play multiple runs, but only one at a time.
tC
2. Optional: Customize the simulation by selecting a scenario and choosing to turn on the positioning statement.
3. Ensure all students are populated into the simulation. View the registered user list by clicking on “View User List” to the
right of step 3.
4. You have several options for opening the simulation:
a. If you would like the students to begin by accessing the background and industry data first, you can select
No
“Prepare Mode Only”.
b. If you would like the students to have access to background and full game play, select “Open for play”.
See also: Technical Guide
Learn More
To learn more about this simulation, carefully review the Teaching Note and take advantage of any or all of the following
Do
resources:
• Free trial • Webinar recording
• Simulation preview • Information sheet
• Instructional videos • Web tour
4
