MODEL 46
THE CHASM MARKET MODEL
Use this to plot how new ideas and products gain acceptance from the wider population.
Professor Everett Rogers popularised the diffusion theory in the early 1960s. His work explains how innovation and new ideas are disseminated through various channels of communication and over time accepted by the population.
Geoffrey Moore took Rogers’ work and suggested that at a critical point in the diffusion process a chasm opens up and only if the products can bridge this divide will it survive.
Source: Moore G.A. (2014), Crossing the Chasm 3e, Harper Collins, London. Used by permission. © 1991, 1999, 2002, 2014 by Geoffrey ...
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