The New Rules for Bringing Innovations to Market  

Oleh:

Chakravorti, Bhaskar

Jenis: Article from Bulletin/Magazine - ilmiah internasional
Dalam koleksi: Harvard Business Review bisa di lihat di link (http://web.b.ebscohost.com/ehost/command/detail?sid=f227f0b4-7315-44a4-a7f7-a7cd8cbad80b%40sessionmgr114&vid=12&hid=105&bdata=JnNpdGU9ZWhvc3QtbGl2ZQ%3d%3d#db=bth&jid=HBR) vol. 82 no. 3 (Mar. 2004), page 58-67.
Topik: innovation; externalities; game theory; industry standards; innovation; market positioning; markets; networks; product introduction; product positioning; software

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Perpustakaan Pusat (Semanggi) Nomor Panggil: HH10.24 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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It's tough to get consumers to adopt innovations - and it's getting tougher all the time. That's because more and more markets are taking on the characteristics of networks. The interconnections among today's companies are so plentiful that often a new product's adoption by one player depends on its systematic adoption by other players. The traditional levers executives use to launch products -such as targeting unique customer segments or developing compelling value propositions - don't work as well in this new environment. Instead, innovators must orchestrate a change of behaviours across the market so that a large number of players adopts their offerings and believes they are better off for having done so. In this article, Monitor Group's Bhaskar Chakravorti outlines a four - part framework for doing just that : Reason back from a target endgame, implementing only those strategies that maximize the chances of getting to goal ; complement power players, positioning the innovation as an enhancement to products or services ; offer coordinated switching incentives to three core groups : the players that add to the innovation's benefits, the players that act as channels to adopters, and the adopters themselves ; and preserve flexibility in case the initial strategy fails.

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