Diffusion of Innovations January 23, 2007. NPD in Perspective Diffusion of Innovations Rogers (1962,...
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Transcript of Diffusion of Innovations January 23, 2007. NPD in Perspective Diffusion of Innovations Rogers (1962,...
Diffusion of Innovations
January 23, 2007
NPD in Perspective Diffusion of Innovations
Rogers (1962, 1983, 1995)
NPD in Perspective Diffusion of Innovations
Rogers (1962, 1983, 1995): Product Factors Influencing Diffusion
Speed: Relative Advantage (+) Compatibility (+) Complexity (-) Trialability (+) Observability (+) Risk (Ostlund) (-)
NPD in Perspective Diffusion of Innovations
Rogers (1962, 1983, 1995) People Factors Influencing Diffusion
Speed:
Crossing the Chasm by Geoffrey Moore
NPD in Perspective Diffusion of Innovations
Rogers (1962, 1983, 1995) Bass (1969)
NPD in Perspective Diffusion of Innovations
Rogers (1962, 1983, 1995) Bass (1969):
The Model:
P(T) = p + (q/m) Y(T)
An Example of the Bass Model: Corn Adoption by Iowa Farmers
NPD in Perspective Are all new products the same?
Continuity Continuum (Robertson ‘71)
Commonly accepted categories: New-to-the-World New Category Entries (New Lines for Co.)
Additions to Product Lines Product Improvements Cost Reductions Repositionings
NPD in Perspective
NPD in Perspective New-to-the-world (“Really New”)
1. Personal Computer 14. Touch-Tone Phone 2. Microwave Oven 15. Laser Surgery 3. Photocopier 16. Computer Disk Drive 4. Pocket Calculator 17. Organ
Transplanting 5. Fax Machine 18. Fiber-Optic Systems 6. Birth Control Pill 19. Disposable Diaper 7. Home VCR 20. MS-DOS 8. Communication Satellite 21. MRIs 9. Bar Coding 22. Gene-Splicing 10. Integrated Circuit 23. Microsurgery 11. ATM 24. Camcorder 12. Answering Machine 25. Home Smoke Alarm 13. Velcro Fastener ** Source: R&D Magazine 1992
Part II: Strategic Issues for NPD
The Pioneering Advantage: Myth or Reality?
The Pioneering Advantage
Reasons Why It Should Exist Consumer-Based Reasons
Producer-Based Reasons
The Pioneering Advantage
Reasons Why It Should NOT Exist
The Pioneering Advantage
Myth or Reality?