傑姬·芬恩（Jackie Fenn），高德納 研究所（Gartner Research）副總裁兼研 究員，負責高德納新興技術管理的研究。 她首先開發齣高德納技術成熟度麯綫模 型，該模型已被世界範圍內的媒體及其他 機構廣為采用。

馬剋·拉斯金諾（Mark Raskino），高德納研究所（Gartner Research）副總 裁兼研究員。他主要研究新興商業技術的 宏觀趨勢．並為高層管理人士提供技術創 新方麵的建議。他也經常就某個話題發錶 主旨演講。

It happens over and over again. Some innovation (a new product, a management trend) comes along that captures the public's imagination. Everybody joins the parade with great fanfare and high expectations. This "next big thing" promises to transform the companies that adopt it -- and inflict great peril on those that don't.

Then, when the innovation fails to deliver as promised immediately, everyone starts bailing out. Investments are wasted; stock prices plunge; disillusionment sets in.

It doesn't have to be this way. In Mastering the Hype Cycle , Jackie Fenn and Mark Raskino explain what drives this pattern and how your company can avoid its potential dangers. By understanding the hype cycle, you can ride it more skillfully -- timing your investment decisions so that the innovations you adopt stand the best chance of succeeding in the long-term.

Drawing on company examples and Gartner's proven STREET (Scope, Track, Rank, Evaluate, Evangelize, Transfer) framework, the authors show how to orchestrate the key steps in the innovation-adoption process -- from choosing which innovations to take on and when in their life cycle you should adopt, to paving the way for a successful introduction.

The hype cycle isn't going away. But this book arms you with the strategies you need to ride the crest of a new idea to success -- and steer clear of the trough of disillusionment.