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.
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January 20 2017
Educational Technology Corp.: Crossing the Chasm Available to Purchase
This case was prepared by Rosalie Chin '96, Jennifer Ord '96, Noam Ragins '96, Kris Rich '96, and Liza Wintroub '96 under the supervision of Professor Mohanbir Sawhney.
Publisher: Emerald Publishing
© The Kellogg School of Management at Northwestern University
2004
Cases are developed solely as the basis for class discussion. Cases are not intended to serve as endorsements, sources of primary data, or illustrations of effective or ineffective management. To order copies or request permission to reproduce materials, call 847-491-5400 or e-mail cases@kellogg.northwestern.edu. No part of this publication may be reproduced, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or by any means—electronic, mechanical, photocopying, recording, or otherwise—without the permission of the Kellogg School of Management.
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Citation
Sawhney M (2017;), "Educational Technology Corp.: Crossing the Chasm". Kellogg School of Management, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/case.kellogg.2016.000106
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