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Chapter 10.docx

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Carleton University
BUSI 2208
Irfan Butt

Chapter 10 – Developing New Products Innovation and Value – Innovation is the process through which ideas are transformed into new products and services that will help firms grow. May not work int he short-run , however overriding log- term reasons compel firms to introduce new products...  As they add new product offerings, firms can create and deliver value more effectively by satisfying the changing needs of current and new markets  The longer a product exists in the marketplace, the more likely it is that the market will become saturated  The portfolios of products that innovation can help create helps the firm diversify its risk and therefore enhances the firm’s value better than a single product.  In industries such as arts and software, the majority of sales comes from new products  New products to not imply new to world products, Less than 10% of all new products released each year are new-to-marketplace goods o Pioneers (Breakthroughs)– New product introductions that establish a completely new market or radically change both the rules of competition and consumer preferences in a market. Generally require higher level of learning from consumers and offer much more benefits then predecessor products. o First Movers – Product pioneers that are the first to create a market or product category, making them readily recognizable to consumers and thus establishing an early and commanding market share lead. Because pioneering products use their resources to establish the market alone, they pave the way for followers who spend less money on creating demand for the product category and more money on creating demand for their specific product. As many as 95% of all consumer goods fail and product across all industries suffer failure rates of 50-80% This is because... 1. They offer consumers too few benefits compared to existing products 2. They are to complex and require too much effort and substantial learning before consumers can use them 3. Bad timing, they are introduced at a time when consumers are not ready for such new products or services. Adoption of Innovation – The adoption or diffusion of innovation is the process by which the use of an innovation, whether a product or service, spreads throughout a market or group over time and over various categories of adopters. The theory helps marketers understand the rate at which consumers are likely to adopt as well as giving them means to identify potential markets, and predict sales before they introduce innovations as well as design marketing campaign to push adoption through each consumer category. Categories of consumer adoption are...  Innovators(2.5%) – Those buyers who want to be the first to have the new product or service. These buyers enjoy taking risks, and are regarded as highly knowledgeable, and are not price sensitive.  Early Adopters (13.5%)- Second to adopt after innovators. They generally don’t take as much risk but instead wait and purchase the product after careful review. Tend to enjoy novelty and are regarded as opinion leaders for particular product categories.  Early Majority (34%) – Crucial because of it’s size, few new products will succeed without adoption by this group. Do not take on much risk and tend to wait until all initial “bugs” have been worked out  Late Majority (34%) – The last group of buyers to enter a new product market. When they do so the product has achieved full market potential.  Laggards (16%) – tend to avoid change and rely on traditional products until they are no longer available, laggards may never adopt a product or service. The speed at which products are adopted depends on several product characteristics Relative Advantage – If a product is perceived to be better than substitutes, then the diffusion will be relatively quick. Compatibility – If a product is consistent with peoples past behaviour, their needs and what they value then the diffusion should happen relatively quickly. Observability – When products can be easily observed in use, their benefits or applications are easily communicated to other potential consumers thus enhancing the diffusion process. Complexity and Trialability – Products that are relatively less complex are also relatively easy to try. These products will generally diffuse more quickly than products that are complex and that cannot be tested easily. The Product Development Process – The new product development process begins with the generation of new products ideas and culminates in the launch of the new product and the evaluations of its success. Generally process is a team effort with the team comprised of representatives from the firms various functions (marketing, R&D, Finance etc.). Idea Concept Product Market Product Evaluation Generation testing Development Testing Launch of Results Idea Generation – To generate ideas for new products or services firms can use their own R&D departments efforts, licensing technology from research firms, brainstorming etc.  Internal R&D – Many firms have their own R&D departments in which scientists work to solve complex problems and develop new ideas. IBM in computer industry, Rubbermaid in the consumer goods industry and 3M in industrial goods are all examples of firms that rely on internal R&D. o Product development costs are extremely high o Resulting products have good chance of becoming pioneers or breakthroughs o Firms anticipate that blockbuster breakthroughs will generate enough revenue to make up for all of the introductions that did not perform in the market.  Licensing – for many new scientific and technological products, firms purchase the rights to use technology or ideas from other research-intensive firms through a licensing agreement. This approach saves costs of in house R&D, but it means that the firm is banking on a solution that already exists but has not yet been marketed.  Brainstorming – Firms often engage in brainstorming sessions during which a group works together to generate ideas. One key characteristic is that no idea can be immediately accepted or rejected. Moderator may direct focus but only at the end are the best ideas accepted.  Competitors Products – New product entry by competitor may trigger opportunity for another firm. This firm can reverse engineer to understand the competitors product and produce an improved version to offer to consumers o Reverse engineering – involves taking a competitor’s product, analyzing it, and creating and improved version that does not infringe on the competitors patents.  Consumer Input- Listening to consumer is essential for successful idea generation. The firms design and development teams work on consumer suggestions or trends to develop products that have a significantly greater chance of being adopted by the consumer. o Lead users- innovative product users who modify existing products according to their own ideas to suit their specific needs. Concept Testing – Ideas that show marketing potential are developed further into concepts. Concepts are brief written descriptions of a product or service; it’s technology, working pri
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