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Innovation / Marketing Channel (marketing Channel (moving goods from…
Innovation / Marketing Channel
Innovation
Aufbau auf Prozess der schöpferischen Zerstörung (kreative Zerstörung)
Neukombination Produktionsfaktoren
Verdrängung alter
kritische Masse
Wenn Zuwachs an neuen Adopters exponentiell wächst
Rogers Adopter Idealtypen
Innovators: high knowledge, cosmopolite
Early Adopters: local opinion leader, speeding diffusion, trigger critical mass
early majority: long decision process
late majority; skeptical, adoption as economic necessity / peer pressure
Laggards:Traditional
Faktoren Diffusion
subjektiver Vortei
Kompatibilität
Komplexität
Erprobbarkeit
Sichtbarkeit inno
Innos verbreiten sich entlang der S-Kurve der Adoption
5 steps innovation / decision Process
Knowledge - Persuasion - Decision - Impementation - Confirmation --> In allen Schritten kann mit kommunikativen Massnahmen auf die Diffusion eingewirkt werden.
Invention = Erfindung / Prototyp / Konzept, wird erst Inno wenn Diffusion und Adoption
Inno: Veränderung
Diffusion; Durchsetzung in GS
Adoption; individuelle Entscheidung Annahme
Reinvention: degree: innovation changed by user in the process of adoption and implementation
Adoptionsrate: the relative speed with which an innovation is adopted by members of a social system
Opinion Leadership: individual is able to influence other individuals‘ attitudes or overt behavior informally in a desired way with relative frequency“
Change Agent: individual who influences clients‘ innovation decisions in a direction deemed desirable by a change agency
Innovationstypen
Produktinnos: neuer Markt, K = Wissen & Persuasion
Verfahrensinno: Prozesse für Herstellung, bestehender Markt, K: Implementatin
Geschäftsmodell: Neuartig, bestehender Markt, K= Preis
Radikal (revolutionär, Diskontinuität): neue Technologien, komplex, neue Märkte, Unsicher, K: Wissen
inkrementell (evolutionär, Kontinuität): Verbesserung Techno, einfacher Prozess, Untermauern Marktposition, gering unsicher, K: Differenzierung, Emotion
Innovationstypen II
Disruptiv; anfang minderwertige Performance, starkes Wachstum, günstiger, schnell Weiterentwicklung, neuer Markt, K: Einfachheit, Preis
Sustaining: Überlegene Performance, stagnierendes Wachstum, teurer, langsame Weiterentwicklung, bestehender Markt: K: Qualität, Differenzierung
Generativ: Offene Inno, jeder kann Techno entwickeln, K: Freiheit, Features
Tethered, Sterile Inno: geschlossene Inno, Gatekeeping bei Technologie-Entwicklung, K: Lifestyle, Emotionen
Userinnovationen: vom Nutzer angeführt, nicht von Firmen --> Kommunikation zb Community building von Usern
Value Creation - Communication - Value Delivery
marketing Channel
moving goods from producer to consumer
Develop and disseminate communications to stimulate purchasing
Reach agreements on price
Place orders with manufacturers
Acquire the funds to finance inventories
Provide for storage and movement of physical goods
Provide for buyers’ payment of bills
Gathers information about potential and current customers
Provide safter-sale support
0 level manufacturer, consumer
1 level manufacturer, retailer, consumer
2 level manufacturer, wholesaler, retailer, consumer
3 level manufacturer, wholesaler,jobber, retailer, consumer
Advantages appointing intermediaries
ecessary financial resources to carry out marketing and manage the distribution of goods
existing consumer relationships
Producers can focus on core, value-creating activities
traditional distribution channels issues start up
Take time and money to establish
Take “equals” to establish
Provide no feedback/loyalty loop
Pop up shop
temporary retail event
temporary use of physical space
longterm lasting impression
new revenue stream, engage customers offline, get it while it lasts urgency, merchandise around season etc, educate customers, brand awareness
slow speed of set up, good feedback loop, low (good) negotiation power, middle cost of set up and traffic driver
shop in shop
good trafic driver und feedback loop, high negotiation power
store-within-a-store
a retailer rents a part of the retail space to be used by a different company to run another, independent store.
department stores, gas stations, bookstores and supermarkets.
schlecht speed, costs und negotiation
fairs : mittlere costs und feedback, low negotiation power und fast speed of setup
own websites:
low traffic driver und feedback loop, gute speed, costs, negotiationt
It comes before activities like gathering market insights, funding, or recruiting, as it will support all of them
on-page website builders: squaresöace, wix, instapage
social networks: die ersten drei sehr gut, traffic schlecht, mittel feedback