Mastering the Hype Cycle: How to Choose the Right Innovation at the Right Time

Forsideomslag
Harvard Business Press, 2008 - 237 sider
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It happens over and over again. Some innovation (a new product, a management trend) comes along that captures the public's imagination. Everybody joins the parade with great fanfare and high expectations. This "next big thing" promises to transform the companies that adopt it -- and inflict great peril on those that don't.

Then, when the innovation fails to deliver as promised immediately, everyone starts bailing out. Investments are wasted; stock prices plunge; disillusionment sets in.

It doesn't have to be this way. InMastering the Hype Cycle, Jackie Fenn and Mark Raskino explain what drives this pattern and how your company can avoid its potential dangers. By understanding the hype cycle, you can ride it more skillfully -- timing your investment decisions so that the innovations you adopt stand the best chance of succeeding in the long-term.

Drawing on company examples and Gartner's proven STREET (Scope, Track, Rank, Evaluate, Evangelize, Transfer) framework, the authors show how to orchestrate the key steps in the innovation-adoption process -- from choosing which innovations to take on and when in their life cycle you should adopt, to paving the way for a successful introduction.

The hype cycle isn't going away. But this book arms you with the strategies you need to ride the crest of a new idea to success -- and steer clear of the trough of disillusionment.
 

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Indhold

Hype Cycle Winners and Losers
3
Behind the Hype Cycle
25
Hype Cycle Traps and Challenges
47
Hype Cycle Opportunities and Lessons
65
The STREET Process
89
What It Takes to Master the Hype Cycle
91
Scope Establishing the Context for Innovation
109
Track Collecting the Innovation Candidates
133
Rank Prioritizing the Candidates
149
Evaluate Understanding Rewards and Risks
165
Evangelize and Transfer Making It Happen
189
Future Cycles
211
Notes
219
Index
227
About the Authors
237
Copyright

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Om forfatteren (2008)

Jackie Fenn is a vice president and Gartner Fellow in Gartner Research. She focuses on innovation management issues and emerging technology trends. Mark Raskino is a vice president and Gartner Fellow in Gartner Research, specializing in emerging trends.

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