Summary: Lecture Powerpoints Marketing & Innovation
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Read the summary and the most important questions on Lecture PowerPoints Marketing & Innovation
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1 Introduction
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What is the relation between market orientation and innovation?
Innovations facilitate the conversion (omzetting) of market-oriented business philosophy into superior corporate performance.
(innovation is one way of implementing market orientation) -
What is the importance of new products?
- Facilitates implementation market orientation
- Needed for differentiating from competitors
- Needed for long term performance/survival -
What means customer intimacy?
True customer intimacy requires a deep understanding of the context in which our products and services are used in the course of our customers' day-to-day lives. -
2 Product Strategy
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What is managerial myopia?
A short-sighted and inward-looking approach to marketing. -
Why do leading firms fail?
Managerial myopiaSmall markets don't solve the growth needs of largecompanies Core capabilities become corerigidities :develop newproducts the oldfashioned way
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The ultimate commercial performance of incumbents is determined by (Tripsas):
Investment in new technologyTechnical capabilitiesSpecialized complementary assets
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What are the three dimensions of willingness to cannibalize (Nijssen)?
W2C previous investmentsW2C capabilitiesW2C sales
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Market orientation can be divided into (Hillebrand):
Customer orientationFuture market focus
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What can we do to overcome this inertia (why do firms fail)?
- Organize according to market requirements
- Be willing to cannibalize (focus on understanding current and future customers and future customer needs)
- Innovation based on an in-depth understanding of customer value
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3 Adoption
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What are Rogers' adoption characteristics?
Socio-economic variables (income, age, education)Psychological variables (product involvement, innovativeness)Communication-related variables (use of mass media, size personal network)
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