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27 Cards in this Set
- Front
- Back
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What does technological change do?
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-fuels growth of new brands
-sustains growth of corporations -creates new growth markets -propels small outsiders into market leaders |
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First generation new product development in the 1950's
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Tech Push If we build it they will want it
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New product development 1960s to early 1970s second generation
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market need model If they want it we can build it
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1970s - 1980s third generation new product development
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innovation coupling
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the coupling model focused on what 2 levels of activity
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-project execution factors
-corporate level factors excercised via decision gates |
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fourth generation new product development 80s to 90s
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integrated innovation
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new product development 90s forward
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inherent conflict - speed vs. quality - good fast cheap pick two to exploit
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Porter's value chain primary activities
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inbound logistics
operations outbound logistics marketing and sales service |
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porters value chain support activities
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firm infrastructure
human resource management technology development procurement |
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Five forces in biotechnology
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easy entry
intense rivalry strong buyers high substitues strong suppliers |
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theory of s curves for technology
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flat intro, rapid growth, flat maturity
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how do technologies compete
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function, reliability, convenience, price
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pace of technological change increasing or decreasing
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decreasing
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origin of new technology
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small outsiders or large incumbents
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What are the theories for pioneer advantage - consumer based advantages?
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brand loyalty
inertia learning theory positioning |
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What are the theories for pioneer advantage - producer based advantages?
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economies of scale
experience curves patents technological leadership resource mobilization |
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What are the theories against pioneer advantage?
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free riders
shifts in technology shifts in consumer trends incumbent inertia improper positioning changing resource requirements insufficient investments |
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How do you innovate in consumer markets
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integrated solutions
move downstream redefine buyer reengineer consumer process from professional to DIY support and service installed base |
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How to promote cooperation
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enlarge the shadow of the future
change the payoffs teach people to care about each other teach reciprocity improve the ability to recognize the other player from past interactions |
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how do you fight a price war with non-price or price tactics?
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non-price: reveal your cost advantage, focus on quality, alert customers to risk
price: modify only certain prices, introduce a fighting brand, use complex prices |
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you only go after market share if . . .
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its a high growth market
you have a break-through innovation you have an acquisition that can easily be expanded the competition is unwilling to fight back the competition is unable to fight back |
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how do you expand the total market for frequency of use?
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provide reminder communications
position for frequent use position for regular use make usage easier or more convenient provide incentives reduce undesirable consequences of frequent use |
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how do you expand the total market for quantity used?
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provide reminder communications
provide incentives effect usage norms reduce undesirable consequences of heavy consumption |
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How do you expand the total market to innovate new uses?
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new applications for existing users
find out how customers use a brand applications of competing products discover totally new applications |
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3 steps to defining a challenger or follower strategy
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define appropriate competitor
choose competitor to challenge define objective choose attack strategy |
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what are the attack strategies
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frontal attack
flank attack encirclement attack bypass attack guerilla attack |
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if you are in the maturity stage what strategies should you follow
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price discounts
improved services intensive ad promotion product-proliferation cost reduction manufacturing distribution innovation prestige goods cheaper goods product innovativeness |
