August 2014
Beginner
427 pages
11h 40m
English
Content preview from The Guide to Entrepreneurship
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114 ◾ The Guide to Entrepreneurship: How to Create Wealth for Your Company
When faced with a technological innovation, most potential buyers seem
to react in a predictable manner, aggregating along an axis of risk aversion,
as proposed by Moore
23
and is known as the Technology Adoption Life Cycle,
as shown in Figure5.15.
Potential buyers are (1) enthusiasts that exhibit a high desire to
explore. (2) Early adopters (visionaries) are inclined to exploit an inno-
vation to achieve an early competitive advantage and are very inuential
during the early stages of the adoption life cycle. Frequently there is a wide
time gap in sales before the (3
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