INTRODUCTION
Past researches believed that an organization should thoroughly focus on consumer starting from idea generation stage until product launch. As suggested by Sanden et al., (2006) that in order to potentially achieve higher consumer value, consumer satisfaction and high profit margins from new product, activation of consumer in the development process is strongly advised. Therefore, consumer acceptance level is as important as the product itself and a company should be cautious of potential rejection which leads to product failure. This paper aims to elaborate one of the factors behind product failure, namely the concept of consumer doubt towards new product as found in recent study by Saaksjarvi and Morel (2010). This concept will be explained together with its indicators and lastly we will follow the explanation with future research direction to enrich the findings which will be supported with small scale primary research.
CONCEPT OF CONSUMER DOUBT
The relationship between new product development and organization’s success is now important to be acknowledged. Past research found that new product development is a crucial activity to conduct if a company aims to secure a long term survival and growth (Brown and Eisenhardt, 1995; Clark and Fujimoto, 1991; Craig and Hart, 1992). The process itself is really complex due to expensive and risky as Page (1993) indicated that large portion of product development budgets going towards new product failures. High rate of failure have been faced by most companies and ironically only a small portion of the new product ideas are commercially successful (Booz, 1980). To avoid this situation, a company should identify the underlying reasons of product failure for the opportunity ...
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Pinch, T.J. and Bijker, W.E. (1984) The social construction of facts and artifacts: or how thesociology of science and the sociology of technology might benefit each other. SocialStudies of Science, 14(3), pp. 399-441.
Rogers, E.M. (2003) Diffusion of Innovations, 5th ed., Free Press, New York, NY.
Saaksjarvi, M. and Morel, N.P.K. (2010) The development of a scale to measure consumer doubt toward new products. European Journal of Innovation Management, 13 (3), pp. 272-293.
Sanden, B., Gustafsson, A. And Witell, L. (eds.) (2006) The role of customer in development process. Customer Involvement in New Service Development. London : Imperial College Press.
Vonderen, M.L., Bekkers, R., Hermanussen, R., Sikora, G. And To’th, A. (1996) gender and doubts about study in technology: a Duth-Hungarian comparison, Journal of General Psychology. 23(1), pp/ 5-18.
For assistance in this evaluative process Fortenberry (2010), marketers often rely on a tool known as the SWOT Analysis. (p.185) The SWOT Analysis is a helpful tool for Scarlet Hospital. By using this tool, they will be able the fully outline their strengths, which they can build upon. They will also be able to determine their weaknesses. For example, weaknesses could include poor customer service, antiquated technology, or poor product offerings. According to Fortenberry (2010), weaknesses undermine product performance and ultimately, exchange in the marketplace. (p.
Pinch, T. & Bijker, W. (1987). The Social Construction of Facts and Artifacts: Or how the Sociology of Science and the Sociology of Technology Might Benefit Each Other. Cambridge: MIT Press.
One of the initial of most common reasons why designs and products fail is due to the lack of having a set product vision. Many designers often chase behind the factor of having a good feature for their product design and neglecting the main idea of having a set vision and strategic thinking. Also, another reason for a design to fail is the lack of learning for the culture of the product. A good design can be created w...
“The Social Construction of Facts and Artifacts” is about "integrated social constructivist approach towards the study of science and technology"(pg 399). The author's Pinch and Bijker discuss that even though it has been a practice to separate science and technology, but they are hugely connected because of this they might benefit from each other. The authors discuss about the three main parts of science and technology termed as "Sociology of science", "the science technology relationship" and the "technology studies".
By following closely the six steps of the new-product development process, the company could expect such benefits as: improved teamwork, less re-working, earlier detection of likely failure, and higher success rates. (Rix, Peter, 2001, Marketing, A Practical Approach).
...ustomers, there are difficulties too, with the first being development of a customer satisfaction measure that has validity. Surveys on customer satisfaction are not reliable indicators of purchase intent or the probability of a repeat business. They are either poorly conceived or conducted, do not measure the right activity or fail to assess satisfaction or relative value many a time (Reichheld, 1996). Another drawback is that, if undertakings aimed at measuring satisfaction of customers overwhelm other indicators of strategic performance such as the ones concerning success of a new product or learning in an organization, the management will likely shift its focus to only the short-term, in turn discouraging risk-taking in the development of products and processes, only leading to incremental improvements as per (the) current products along with service activities.
In this world, creating a new product, as good as it may be, is not enough. The success of any product, in this day and age, depends grandly on the way it is presented to the market. Marketing is responsible in assuring a successful launch of a product, new or reinvented, and to assure its sustainability in this competitive world. For those reasons, billions of dollars are spent each year on tools and strategies to improve marketing research and predict the success of a product: many marketing firms form focus groups, do trials and conduct many tests just to end up with a fairly high percentage of failures.
Every company wants to understand why people decide to buy its products or others. Firstly, we have to understand why people buy certain kind of product. People buy products because they need them. A need is activated and felt when there is a sufficient discrepancy between a desired or preferred state of being and the actual state. (Engle£¬Blackwell and Miniard. 1995. p407 ) For example, when you feel hungry, what you needs is some food. It is very important for marketer to understand the needs of consumers. All the consumers may have the same needs, but the ways which they satisfy what they need are different. Here is a example, Chinese people would choose rice when they feel hungry, whilst British people may choose bread to satisfy their needs.
With the rise of the economy, consumers have become more and more knowledgeable on selecting their favourable product as a result the organization cannot focus on what it sells but on the side focus on what the customer wants to buy.
A Product Life Cycle can vary due to various marketplace product or service offerings. Maturity length of time may vary because the end consumer was not prepared to accept the new offerings. Faster maturity breakthroughs can be a direct result of certain production service breakthroughs that usually get accepted quite quickly. Decline of a product or service can be the result of a customer interest and then disinterest. When a product or service does not extend its growth, it can be because the product or service has lost its usefulness. In conclusion, The Product Life Cycle can be used as a marketers planning tool to create portfolio planning, strategy formations, as well as future forecasting. One must never to marketplace, and competition. (Fortenberry, J. L.,
The purpose of my research is to examine the shortage of females in the technology field. I will also research reasons why females chose not to take computer classes. I will support my theory with several examples from various studies. Furthermore, I will give several strategies that can be beneficial to female students and possibly increase the number of females in future computer classes. By the end of my research, the goal of encouraging young women who are interested in the technology field to pursue technology and succeed in the computer classes and world. This research will help me attempt to motivate other female students to at least gain more confidence and enough courage to learn more about the technological world we live in today.
Wasserman, Michael. 15 Techniques When Dealing With Customers. My Success Company. 25 January 2005. .
Open innovation opens the doors for a vast array of ideas and suggestions that can help an organization succeed in being innovative. This will allow the organization to hold a competitive advantage when compared to their competition. Organizations who understand the importance of managing technological innovation will have an easier time succeeding than those organizations who feel they are safe and put innovation on the back burner. Managing technological innovation is essential in this day and age, where technology is advancing at a faster than
A service encounter is defined as a moment when a customer interacts with a service or product for the first time. It is the customer’s actual interaction with a service company. It is identified as a key component of the current agenda for service marketers. More than half of the world’s multinational corporations employ in providing services, thus the scrutiny of service encounters is becoming increasingly significant. Research evidence indicates that customers generally compare their expectations with the performance of service industries and they are influenced by the quality of service they receive. The scope of this essay is to discuss about the view that customers don’t buy products they focus on solutions and also about the consumer’s behaviour pattern regarding services provided. Further, it will be noted how businesses are trying to improve the service quality to attract customers leading to an increase in the economic competitiveness.
There are many elements affecting to the success of a launching. The basic factor is to develop product that satisfies consumers’ demands and maintain the brand promise. However, consumers are not only looking for the quality of product but also concerning about the price, the promotion and so on.