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| Author: | Duke, R. |
| Title: | Success and failure in marketing innovation: videotape vs laservision ! Rogers, E. M. |
| Journal: | Management Decision
1990 : VOL. 28:7, p. 5-10 |
| Index terms: | CONSUMER BEHAVIOUR INNOVATION MARKETING NEW PRODUCTS VIDEO INDUSTRY |
| Language: | eng |
| Abstract: | The area of innovation and new product development is both one of the most important and one of the most uncertain in management decision making. What looked like good ideas on the drawing board often fail in the marketplace for seemingly arbitrary reasons, or simply due to bad luck. Many innovations fail because the relationship between the innovation and the consumer is ignored in the quest for state-of-the-art technology. Data on household penetration of domestic video cassette recorders are presented. VCR was a success in the eighties while a variety of other forms, among others the Philips' Laservision system, failed. The application of consumer behaviour models, such as that proposed by E.M. Rogers, can increase the success rate. |
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