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Selling in a New Market Space: Getting Customers to Buy Your Innovative and Disruptive Products
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Your new product has changed the rules of the market. Now, you have to change the rules for selling it . . .
Providing a truly innovative product or service is the difference between life and death for companies today. But once you’ve produced it, you have to answer the next big question: How do I sell this unique offering to customers who don’t even know they have a need for it?
Brian C. Burns and Tom U. Snyder compared 27 highly successful emerging-growth and start-up corporations with 78...
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