Jump to ContentJump to Main Navigation
How Industry Analysts Shape the Digital Future$
Users without a subscription are not able to see the full content.

Neil Pollock and Robin Williams

Print publication date: 2016

Print ISBN-13: 9780198704928

Published to Oxford Scholarship Online: March 2016

DOI: 10.1093/acprof:oso/9780198704928.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2022. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use.date: 24 May 2022

The Emergence of a New Expert

The Emergence of a New Expert

(p.30) Chapter 2 The Emergence of a New Expert
How Industry Analysts Shape the Digital Future

Neil Pollock

Neil Williams

Oxford University Press

The chapter explores how, in the late 1970s, Gideon Gartner reinvented industry market research around a novel concept of advisory services provided on a subscription basis to large numbers of technology adopters as well as vendors and investors. The book examines some of the ‘innovations’ introduced by Gideon Gartner which helped constitute this distinctive new body of expertise. This included integrating research and analysis to increase productivity of analysts and developing methods to generate knowledge relevant for action. In place of long technical market reports, Gartner introduced new formats that could be quickly absorbed. Its various knowledge products include the ‘Hype-Cycle’ that tracks the lifecycle of the emergence and establishment of technology fields and its signature output the ‘Magic Quadrant’. The latter are highly influential but, given the impacts of their differential assessments on vendors’ market prospects, are often highly controversial.

Keywords:   Gideon Gartner, Hype-Cycle, market research, Ovum, organizing visions, Swanson

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .