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Marketing

In: Business and Management

Submitted By ma0497
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In sure failures category, companies make few changes on their products but customers have to change their behaviors significantly. Maybe, the features and quality of product are not changed greatly but the customers cannot use the new product as easy as before so they have to change their behaviors dramatically. To give an example about this category, in past years, all types of cars were produced as manual gearbox. First automatic gearbox cars were produced in 1958. When we look at the changing of the gearbox, we cannot see major differences between both manual and automatic gearbox cars but the usage of these cars are different from each other. There are a lot of people who use automatic gearbox cars but cannot use manuals or just the opposite. To get used to automatic gearbox cars, people have to change their behavior dramatically. For instance, there is no clutch lever at automatic gearbox cars. Although, there is a significant innovation, many people do not prefer automatic gearbox cars because they believe that this types of cars are not worked full effectively if their engine is not strong. Also, driving pleasure of manual is more pleasant than automatics’ for many manual gearbox car users. They believe that, their own cars create more value for them. Because of different reasons and personal desires, innovators’ and customers’ thoughts can be differ in terms of different aspects.
Long hauls are significant and very beneficial innovations for people. It offers technological leaps, creates great product modifications and value. Also, significant behavior change required to take advantage of this product. The huge and important example for this type is “First motor vehicle”. When we consider transportation in the old times, there was horse-drawn vehicle to go from pillar the post. Motor vehicle much more different from the horse-drawn vehicle is the big change for people life. Thanks to engine power, there is no need to a powerful animal. Significant behavior changes required to learn and to use the vehicle. Learning how to use motor vehicle is not easy firstly so some people do not want to learn it because of the huge changes of their habits so it can cause the loss aversion in the people mind. If people that use the horse-drawn vehicles are satisfied with its features, they do not need the motor engines. This leads to endowment effect. People can be curious about this type of products’ performance and durability. Also, when we compare the motor vehicle and horse-drawn vehicle, motor vehicles is costly and require gasoline. Because of these disadvantages people are unable to see the need for it. In addition, companies ignore the purchasing power of customers and they are convinced the innovation works. As a result of this conflict, 9 x effects occur. Smash hits are the most adoptable innovations for people. It offers minimum effort, limited behavior change and great product modifications. One example of this type of innovation is “Lamps with motion sensor and photocell”. There is a significant change in the product tree. When people look at the lamps from outside, there is no remarkable change in appearance. However, the materials that are used inside of the product are quite different. This innovation did not cause any behavior changes; contrarily it provides a lot of benefits. For example, since the new product contains motion sensor, from now on there is no need for light switch and also it provides energy efficiency against to forget lights open. “Lamps with motion sensor and photocell” innovation easily attracted people’s attention. They are actually used to this type of innovation used in doors. If the customers were satisfied with the existing usual product, they would not see a need for the new light. Also, if they were wondering about the performance and durability of the new one, they would keep up the status quo. Furthermore, people could overvalue the benefits of normal lamp by a factor of three while innovators overweight the new product’s benefits by a factor of three. These could pretty much cause “The endowment effect, Loss aversion and 9x effect”, but it did not happen heavily. People are easily adapted to this type of innovations. At the end, product or service become smash hit.…...

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