Gartner Research

Tech Go-to-Market: Accelerate Innovative Product Adoption by Understanding the Three Phases of Market Disruption

Published: 04 August 2014

ID: G00263409

Analyst(s): Hank Barnes , John-David Lovelock


Disruptive technology changes market dynamics by attracting new buyers while causing others to make replacement decisions ahead of schedule. Product marketers must develop strategies to capitalize on disruptive opportunities to help achieve next-level performance.

Table Of Contents
  • Key Challenges



  • How to Assess Whether Your Product Is Disruptive
  • Break New Ground With Strategies to Drive Additive Buyers
  • Get Competitive With Tactics to Encourage Early Replacements
  • Prepare Yourself for Traditional Competitive Purchases at the End of the Additive and Destructive Phases
  • Summary

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