TY - JOUR AB - 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. VL - IS - SN - 2474-6568 DO - 10.1108/case.kellogg.2016.000106 UR - https://doi.org/10.1108/case.kellogg.2016.000106 AU - Sawhney Mohanbir PY - 2017 Y1 - 2017/01/01 TI - Educational Technology Corp.: Crossing the Chasm T2 - Kellogg School of Management Cases PB - Kellogg School of Management SP - 1 EP - 24 Y2 - 2024/03/29 ER -