Chapt 16 Presentation notes

Chapt 16 Presentation notes - 10. Who are innovators? Early...

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10. Who are innovators? Early adopters? Laggards? Innovators represent only 2.5 percent of the population, and are brave souls who are always on the look out for novel products or services and are the first to try something new. Early adopters share many same characteristics as innovators, but an early adopter is receptive to new styles because she is involved in the product category and values being in fashion. Laggards are people who are the last to adapt to the changing of products or services. 11. Describe the differences among continuous innovations, dynamically continuous innovations, and discontinuous innovations, and provide an example of each. Which type of consumers least likely to adopt as an innovation? A continuous innovation is a modification of an existing product, such as when General Mills introduces a Honey Nut version of Cheerios or Levi’s promotes shrink to fit jeans. A dynamic continuous innovation is a significant change to an existing
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Chapt 16 Presentation notes - 10. Who are innovators? Early...

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