initial thinkning

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MBA 603: Spring Semester 2021 MANAGEMENT OF INNOVATION

AND TECHNOLOGY

Kenneth B. Kahn, Ph.D. [email protected]

March 29, 2021

Commercialization and Launch

Types of Testing

• Concept

• Product Use

• Market

Market Testing Methods

• Pseudo Sale – Speculative Sale – Pre-Market Testing

• Controlled Sale – Informal Selling – Direct Marketing – Minimarkets

• Full Scale – Test marketing – Rollout

The Launch Cycle

• Pre-Launch Preparation • Building Marketing Capability

• Service Capability

• Presale Promotion/PR

• Stocking/Availability

• Announcement (freeze decisions)

• Beachhead

• Early Growth

The Launch Cycle

Pre-Launch

Preparation

A n

n o

u n

c e m

e n

Beachhead

Early

Growth

Diffusion of Innovations

Adoption and Diffusion (Everett Rogers Model)

Characteristics That Facilitate Adoption

• Relative Advantage

• Compatibility

• Complexity

• Trialability

• Observability

Lead Users

or Innovators

(2.5%)

Early

Adopters

(13.5%)

Early

Majority

(34%)

Late

Majority

(34%)

Laggards

(16%)

Types of Adopters

Lead Users

or Innovators

(2.5%)

Early

Adopters

(13.5%)

Early

Majority

(34%)

Late

Majority

(34%)

Laggards

(16%)

The S-Curve

100%

time

Time

U n it S

a le

Inflection Point

Market Saturation Point

The S-Curve

Adoption and Diffusion

• Diffusion is the aggregate of consumer adoption.

• Keep in mind that consumers are more likely adopt an innovation is it reflects

– Higher relative advantage over existing options.

– Is compatible with existing norms.

– Reflects low complexity.

– Can be experienced through a trial run.

– Can be easily observed and easily communicated.

❑ Individual Assignment Seven due April 12 at 6p

❑ Read Book Chapter 9

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