MKTG6004 Lecture Notes - Lecture 4: Espresso, Mass Customization, User Friendly
15 Aug 2018
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Groupthink: we think we are being creative, when in fact we are coming up with ideas that our group will find acceptable. Not conventional wisdom but truly original ideas count. We keep going back to the same simple demographic targets. Great new product opportunities might be missed as a result. Poor customer knowledge complexity: it is sometimes thought the more complex an idea the better it is (or the smarter and more promotable). Complexity, however, is a major barrier to new product adoption. Lack of empathy: not understanding the typical customers they are trying to sell to. Too many cooks: large companies are prone to internal competition for power and influence which is not a healthy climate for a new product in the earliest phases of development. Activities to encourage creativity in innovators: a(cid:272)(cid:272)o(cid:373)(cid:373)odati(cid:448)e: re(cid:272)og(cid:374)itio(cid:374) of i(cid:374)di(cid:448)iduality, tole(cid:396)a(cid:374)(cid:272)e a(cid:374)d suppo(cid:396)t a(cid:396)e (cid:374)e(cid:272)essa(cid:396)y f(cid:396)eedo(cid:373) to asso(cid:272)iate (cid:449)ith othe(cid:396)s i(cid:374) si(cid:373)ila(cid:396) positio(cid:374)s (cid:894)also outside the fi(cid:396)(cid:373)(cid:895) pe(cid:396)(cid:373)issio(cid:374) to help sele(cid:272)t p(cid:396)oje(cid:272)ts .
