Marketing Strategy G2

How many conditions for a firm to innovate successfully?

• 3

• 4

• 5

• 6

Which alternative is suitable for low-risk innovation?

• Project team-functional matrix

• Spin-outs

•  Functional and taskforce

• Venture teams

What are the advantages of being a first-mover in a market?

• Offers maximum communication impact and a chance for widespread consumer trial

• Competitors  must improve their market positioning and produce better and/or cheaper products to make consumers switch

• Strategy may be more about ‘active waiting’, rather than speed and trying to establish a first-mover advantage

• Successful businesses often falter because managers experienced in stable, familiar markets stumble when they enter less certain, volatile markets

 How many reasons for new product failures in the market?

• 4

• 5

• 6

• 7

what is the concept proactive cannibalization ?

• Encourages taking the calculated risk of disrupting your market with new offerings to beat competitors.

• Enjoy defying expectations and finding ways to get what they want

• Fostering creativity and innovation

• Emerging markets are not just growing faster but also becoming sources of innovation.

How many innovation strategies have we heard ?

• 8

• 9

• 10

• 11

How many steps in the new product development process?

• 3

• 5

• 6

• 7

Marketing testing can:

• Assess whether a new product will be successful in typical market conditions and whether customers are motivated to make repeat purchases.

• 1. Make develop a new product and the manager can use it or not.

• 1. It’s not important to develop a new product

What concept does Clayton Christensen's "innovator's dilemma" address?

• Why major organizations often fail to innovate

• How to maintain profitability in disruptive markets

• Strategies for adapting to changing consumer preferences

• Methods for maximizing shareholder value

What term describes innovations that rapidly dominate markets, often catching existing companies off guard?

• Incremental innovations

• Sustaining technologies

• Big-bang disruptors

• Legacy technologies