The Market Development Life Cycle model developed by Geoffrey A. Moore

The Market Development Life Cycle model also called Moore's Life Cycle was developed by Geoffrey A. Moore. The model provides an insight into innovating within established enterprises and the Leadership style corresponding to the different innovation types used in Moore's Life Cycle. The review of the model is based on the article “Darwin and the Demon – innovation within established Enterprises” published in Harward Business Review July-August 2004.

00:00 Introduction of the author and the purpose of the model
01:34 Construction of the model
03:41 Review of the nine stages
03:50 Stage 1 Early Market
04:21 Stage 2 Chasm
05:19 Stage 3 Bowling Alley
05:57 Stage 4 Tornado
06:38 Stage 5 Early Main Street
07:18 Stage 6 Mature Main Street
07:55 Stage 7 Declining Main Street
08:40 Stage 8 Fault Line
09:30 Stage 9 End of Life
09:57 Aligning innovation with the Life Cycle and corresponding leadership style
10:20 The Early Market aligned with The Disruptive Innovation
11:26 The Chasm aligned with No Innovation Type
11:50 The Bowling Alley aligned with Application Innovation
12:47 The Tornado aligned with Product Innovation
13:48 The Early Main Street aligned with Process Innovation
14:42 The Mature Main Street - the Indefinitely Elastic Middle Period
15:22 The Mature Main Street aligned with Experiential Innovation
16:16 The Mature Main Street aligned with Marketing Innovation
17:19 The Declining Main Street aligned with Business Model Innovation
18:08 The Declining Main Street aligned with Structural Innovation
19:01 The Fault Line with No Innovation Type
19:23 The End of Life - Game over
19:48 A quick summary Phase 1
20:24 A quick summary Phase 2
21:14 A quick summary Phase 3
22:05 Mutate core competences - battling the inertia demon
23:14 Executive sponsorship migrates over the life cycle
23:53 Management must pursue a twofold path of construction and deconstruction
24:40 Criticism of the model

Geoffrey Moore is an American organizational theorist, management consultant and author, known for his work Crossing the Chasm: Marketing and Selling High-Tech Products to Mainstream Customers. Geoffrey A. Moores has his experience in connection with Hightech enterprises. But as he states high tech can be viewed as a microcosm of larger industrial trends.

Moore received a bachelor's degree in American literature from Stanford University (1967) and a doctorate in English literature from the University of Washington (1974). Moore began his professional life as an English professor at Olivet College in Michigan, before moving to California, where he took a job as a corporate trainer and executive assistant at a technology company. Prior to working with the McKenna Group, Moore was a sales and marketing executive. He heads his own consulting firm, Geoffrey Moore Consulting, and is a venture partner with Mohr Davidow Ventures and Wildcat Venture Partners.

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