INTG 202 Lecture 1: INTG202 Managing Digital Innovation IT and Evolving Industries Lecture Notes
11 Feb 2017
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Intg202 managing digital innovation it and evolving industries lecture notes. Building a great brand online starts with offering exceptional value. Advertising builds awareness, but brands are built through customer experience. From distribution network: from early on, netflix put in place the distribution network that would build the (cid:272)usto(cid:373)ers" satisfa(cid:272)tio(cid:374) Fro(cid:373) (cid:272)usto(cid:373)er (cid:271)ase"s size: able to leverage the cost of the investment across increasing units of production. Netflix: 23 million subscribers, million to run. Blockbuster: 1. 3 million subscribers, million to run. H. mosko(cid:448)itz"s first problem was about aspartame in pepsi: they were looking for the perfect pepsi, they should have been looking for the perfect pepsis. Make customers aspire, beyond what they think they like. Not a hierarchy but a horizontal plain. Lesso(cid:374)s: people do(cid:374)"t k(cid:374)o(cid:449) u(cid:374)til the(cid:455) tried it experience good. Not in a world of universals (cid:449)e"re i(cid:374) a (cid:449)orld of (cid:448)aria(cid:271)ilities.
