Abstract
In case when we have a key disadvantage that stops us from achieving the goal, we know what to do. But in situation when we have a key positive feature, this is not obvious how to proceed. This work is trying to start a discussion about this direction using a TRIZ toolbox. From many possibilities it looks that none of them is not a perfect choice.
In TRIZ there are many tools that use the opposite state as a source of new, creative ideas. The author just builds a hypothesis that something should exist as a mirror tool compared to CECA (Cause and Effect Chain Analysis). The base, starting point will be not a disadvantage but a unique, positive feature that will be used for creation of marketing message. All those results should pay off in the future and make a stronger position company on the market.
The present work is only a proposal on how to deal and fulfill the gap in the very narrow area – transfer features into benefit language.
Better understanding purpose decision of buying from perspective specific features and parameters of existing products or services will be another strong advantage for using TRIZ by wilder spectrum on clients.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
https://collection.museumoffailure.com. Last accessed 30 April 2022
Obojski, J., Kaplan, L., Młynarski, M.: New TRIZ business in times of global crisis. In: TRIZCon 2020 Proceedings of virtual event
American Marketing Association: Definitions of Marketing, approved 2017. Accessed 24 January 2021. Author, F., Author, S., Author, T.: Book title, 2nd edn. Publisher, Location (1999)
Lamb, C., Hair, J., McDaniel, C.: Principles of Marketing. Cengage Learning, Boston, MA (2016). ISBN 978-1-285-86014-5
DeMers, J.: The Four Elements of any Action, and How to Use them in Your Online Marketing Initiative (Jun. 2013)
Kaplan, L.: Strategic Innovation. How to Address Unsolvable Challenges. OutCompete (2009). https://www.lulu.com/content/paperback-book/strategic-innovation/5923939?page=1&pageSize=4
Kaplan, L.: The Mind of The OutCompete Strategist OutCompete (2009). https://www.lulu.com/content/paperback-book/the-mind-of-the-outcompete-strategist/5865145?page=1&pageSize=4
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2022 IFIP International Federation for Information Processing
About this paper
Cite this paper
Obojski, J. (2022). Market Impact Chain Analysis - MICA, New TRIZ Tool. In: Nowak, R., Chrząszcz, J., Brad, S. (eds) Systematic Innovation Partnerships with Artificial Intelligence and Information Technology. TFC 2022. IFIP Advances in Information and Communication Technology, vol 655. Springer, Cham. https://doi.org/10.1007/978-3-031-17288-5_12
Download citation
DOI: https://doi.org/10.1007/978-3-031-17288-5_12
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-031-17287-8
Online ISBN: 978-3-031-17288-5
eBook Packages: Computer ScienceComputer Science (R0)
