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商品編號： 9-517-020 出版日期： 2016/08/28 作者姓名： Ofek, Elie;Shulman, Jeffrey D. 商品類別： Marketing 商品規格： 22p 再版日期： 2017/08/03 地域： 產業： Financial service sector 個案年度： -
商品敘述：
It is 2014 and AnswerDash, a startup backed by venture capital, has not seen the widespread adoption of their online self-service customer support solution that they were expecting based on early success in helping clients save and generate substantial amounts of money. Dr. Jacob O. Wobbrock and Dr. Andrew J. Ko are revisiting their go to market strategy to determine how to build a viable business out of their groundbreaking technology. The case raises issues in entrepreneurship and B2B marketing such as analyzing economic value to the customer, designing optimal price metrics, aligning pricing with marketing strategy, customer life-time value, organizational selling, and influencing innovation adoption.
涵蓋領域：
Marketing strategy;Technology adoption lifecycle;Marketing;Innovation;Going public;Start-ups;Pricing strategy;Performance indicators;Customer relationship management
相關資料：
, (9-517-058), 22p, by Elie Ofek, Jeffrey D. Schulman
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