hw2 - 20:38 Samantha Skjodt Bus-M 300 Homework Assignment...

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20:38 Samantha Skjodt Bus-M 300 Homework Assignment #2 1. I would classify the IPhone 4s as a dynamically continuous innovation because it includes some change in technology, but it is still for most part used in the same way as its predecessor. From the article, Mr. Woo says, “The software is different. The chips are different.” Thus, there is new technology being used. However, it isn’t so much of a change that it requires new learning and consumption patterns by costumers. It is more of an upgrade than anything; there is a faster processor, better camera, and voice command services. It is not simply a continuous innovation because there is new technology that requires some new learning, but the changes are not significant enough to classify it as a discontinuous innovation. 2. Classification matters because it determines how difficult the marketing of the product will be. The classification of a product as a continuous innovation would be much easier to market than a discontinuous innovation because it requires no new learning by customers. Also, marketing has already done research on target segments, knows which segments will respond, and knows what the market the product belongs to needs. Introducing a new product as discontinuous would be the riskiest because marketing would need to find ways to change customers’ consumption patterns, conduct new research, learn which segments will respond, and
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This document was uploaded on 10/26/2011 for the course BUS-M 300 at Indiana.

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hw2 - 20:38 Samantha Skjodt Bus-M 300 Homework Assignment...

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