ABSTRACT
This chapter explains clinical market network mapping and the choice/rejection/experience processes necessary for rapid adoption for each company involved. It describes how great supporting market networks share a set of important strategic characteristics, and present a new concept of re-bundling market networks to create new product/service bundles. In most technology-intensive businesses, not only do complex new product/service bundles have to be adopted by single-customer companies, but frequently by complex networks of companies, both real and virtual, such as the Internet. There are a large number of situational factors that can affect the complex adoption processes for new product/services through the many companies in market networks. In most technology-intensive product/service businesses, companies are separated from end-user customers by significant market networks of other companies. The critical challenge for Magna is to plan a product/service strategy through the networks that result in rapid adoption and high net cash flow all the way downstream.
