Algemene belangrijke informatie M&I
37 important questions on Algemene belangrijke informatie M&I
What are the stages of marketing and innovation?
- Product strategy
- Adoption
- New product development
- Fuzzy front end part 1
- Fuzzy front end part 2
- Testing and forecasting
- Product launch
- NPD in ecosystems
- After the launch
What are the three factors whether or not an incumbent will survive? (ultimate commercial performance)
- Investment in technology
- Technical capabilities
- Specialized complementary assets
Hillebrand, Kemp & Nijssen (2011)
- Customer orientation: degree to which a firm believes it should try to understand and satisfy current customers' needs and wants --> Short term
- Future market focus: a firm's predisposition of openness to new market trends and business models --> long term
- Cannibalization: to give something up, for something new --> long term (previous investments, routines and sales)
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What are the perceived innovation characteristics?
- Relative advantage (significant advantage for him)
- Compatibility (needs to match other stuff you already have)
- Complexity
- Triability (get a trial)
- Observability (see other people using it, easy to see that it is a good product)
What are the five decision stages of Rogers?
- Knowledge
- Persuasion
- Decision (adoption or rejection)
- Implementation
- Confirmation
How do we influence sense-making of innovations?
- Embed in existing practices (photos of holidays)
- Create new roles (everyone is a photographer)
- Modify norms (photography is not art, but memory)
- Create new institutions (creation of photo album)
Mechanisms by which marketing influences NPD
- Informal networks
- Forming strategic coalitions
- Completing the product
Within the stage-gate model, two ways of assessing the gates
- Process control (are activities conducted)
- Outcome control (is the outcome desired created)
What are the pros and cons of the stage-gate model?
- Pros:
- Prevent spending money on failing projects
- A way of structuring chaos
- Create efficiency and speed
- Cons:
- No flexibility
- Limited learning
Cooper researches why some projects end in success and others in failure. What are the success factors of NPD? (Evanschitzky et al., 2012)
- Product (advantage, meets customer demand, prices)
- Strategy (marketing, technological synergy, order of entry, HR/R&D/company resources)
- Process (speed, proficiency in predevelopment)
- Market (competition, market potential, uncertainty, dynamism)
- Organizational (size, centralization, formalization, climate, role championing, external relations)
What are the benefits of observations?
- Triggers of use (maybe customer use the product in different ways then you intended)
- Interactions with the user's environment
- User customization (people adapting the product)
- Intangible product attitudes (geen materiele attitudes)
- Unarticulated user needs
What are the three techniques for determining which one to use (Van Kleef et al., 2005)
- Information source for elicitation
- Task format
- Need actionability
What is the process of service blueprints?
- Determine the objectives
- Determine who to involve
- Modify blueprinting tool (do you have persons on-stage?)
- Map most common service (post-it notes, try to disentangle the whole process)
- Learn and discuss (comparing)
- Track insights
The lead user method in 5 steps:
- Goal generation and team formation
- Trend research
- Lead user pyramid networking
- Lead user workshop and idea improvement
- Market testing
If the lead user method is such a great method, why is it used so rarely?
- Still a lot of organizations think that customers come up with good ideas
- They don't appreciate the fact that not every customer is the same
(Füller et al., 2011) Individuals engage in creative activities because the look for experiences that provide feelings of:
- Competence (reflects the satisfaction derived from the successful completion of a creative project)
- Autonomy (refers to the enjoyment derived from the freedom to choose the process/and or design of the creative task
- Task enjoyment (helps to further explain why individuals find various tasks inherently interesting)
(Gatzweiler et al., 2017) Deviant content can be categorized in four different patterns:
- Legitimate content (rechtmatig)
- Deviation from reference context
- Deviation from norms
- Content violating the task requirement
- Questioning of contest, platforms, or (host) firms
- Violation (overtreding) of terms and conditions
What are sources of new product ideas?
- Internal: manufacturing, service, R&D, marketing, sales
- External: competitor, research institutes, customers
What is the testing triangle?
- Response measurement (what you want to know)
- Respondent selection (who to ask)
- Stimuli design (what to test? Drawings, mock-ups, prototypes?) Solutions could be in: virtual reality and narratives
Why a narrative transportation?
The probability of purchase increases over time for those who have not yet purchased. But why?
How do we minimize escalation of commitment?
- Set objective (shared) rules before getting the outcomes (also used in the stage-gate model)
- Let someone else make the decision, who is less committed to the innovation and NPD process
- Group decision instead of individual decision. Working in teams can help
Launch can be viewed on strategic level and tactical level
- Strategic level (what, when, where)
- Innovativeness (incremental vs radical)
- Leadership (lead vs follow)
- Target market (niche vs mass)
- Tactical level (how)
- Promotion (adds, campaigns, sampling)
- Distribution (trade shows, coverage, tech support)
- Pricing (skimming vs penetrating)
- Product (branding, assortment, bundling)
- Timing (preannounce, type of roll out)
Launch tactics from Guiltinan (1999)
Golder & Tellis (1993) findings
Main finding: the rewards of pioneering are less than those found in previous research
Logic: The logic of success is not to be first to enter the market, but to strive for leadership by scanning opportunities, building strengths, and committing resources to serve consumers effectively
Main findings of Sorescu et al. (2003) the effect of firm innovativeness on financial performance
- Market breakthrough (provides substantially greater benefits than existing products, but its core technology is not significantly new)
- Technological breakthroughs (uses a substantially different technology than existing products without considerably increasing the benefits to consumers)
- Radical innovations (involves a substantially different technology while offering a substantial increase in consumer benefits)
What is a co-innovation risk?
What is adoption risk?
What is the nature of NPD processes in ecosystems?
Nenonen et al. (2019) What are the capabilities you need as an organization to do that?
- Triggering capabilities (emerging) = actions that directly create new value by linking resources of the firm and stakeholders in new ways
- Facilitating capabilities (stable/structure) = dispositions, attitudes, approaches to the system at large that determine which actions are employed and how
How can you react to competitive entry?
- Ignore it (if you don't want to give the other company free publicity)
- Withdraw from the market (if you know you will lose the battle and leave anyway)
- Accommodate competitors (to compete against a third party or to grow a new market)
- Fight back (retaliate)
Crossing the chasm (de kloof oversteken). It is difficult to cross the chasm from early adopters to the early majority. Why?
What about the minimum viable product?
Realize that there are two different market segments and that the product and marketing should be adjusted to make it fit for the rest of the market after the early success. This is important because the main market is where the money is
Why do firms hesitate to delete a product? --> high customer consequences
- Psychological costs: customers become uncertain about supplier
- Economic cost: customer's perceived economic burden
This negatively affect overall customer satisfaction and customer loyalty
What are solutions when deleting a product?
- Process: the degree to which customer perceives supplier deleted in an acceptable manner (explaining, notifying, involvement)
- Outcome: the degree to which customer perceives supplier provided appropriate compensation when deleting (alternatives, financial)
Process is more important than the outcome
Kuester et al. (1999) What is retaliation?
Which dimensions of retaliation are there?
- Instrumental dimension (marketing mix elements used for reaction)
- Intensity dimension (weight of reaction)
- Breath dimension (number of marketing instruments used)
- Speed dimension (reaction speed)
- Domain dimension (which markets)
The analysis reveals that the more innovative a rival new product is, the more likely is that the defender will use product-based instruments to counterattack
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