Moores Life Cycle

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.


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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