Educational Technology Corp.: Crossing the Chasm

Kellogg School of Management Cases

ISSN: 2474-6568

Publication date: 20 January 2017

Abstract

Todd Wilson, manager of partner development at Educational Technology Corp., needed to determine the targeting, positioning, and selling strategy for its innovative Interactive Mathematics software for the college market. This required determining what types of colleges to target and which stakeholders to focus on within institutions. His task was complicated by the unclear objectives of nonprofit institutions and the differing motivations of teachers, students, and college administrators in adopting software-based learning technology. Highlights the difficulties in innovation adoption within large nonprofit institutions and the challenges in marketing to institutions with complex decision-making processes, multiple influencers, and conflicting motivations.

Keywords

Citation

Sawhney, M. (2017), "Educational Technology Corp.: Crossing the Chasm", Kellogg School of Management Cases. https://doi.org/10.1108/case.kellogg.2016.000106

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Kellogg School of Management

Copyright © 2004, The Kellogg School of Management at Northwestern University

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