Abstract
In Chapter 2 we examined the practical implications for consumers of the marketing concept. In this chapter we will look at the other key functions of the business enterprise that help form the consumer context: innovation and the development of new products.
There is no such thing as a commodity. All goods and services can be differentiated and usually are (Theodore Levitt).1
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Further Reading
Goldberg, M. E., G. Gorn and R. W. Pollay (eds), Advances in Consumer Research, vol 17 (Provo, Utah: Association for Consumer Research, 1990)
Holman, R. H. and M. R. Solomon (eds), Advances in Consumer Research, vol. 18 (Provo, Utah: Association for Consumer Research, 1991). This is the most prestigious seriesof research reviews in the field and is updated every year or two. The 1990 and 1991m editions contain a number of particularly important articles on product innovation and diffusion.
Mahajan, V. and R. A. Peterson, Innovation Diffusion: Models and Applications (Beverly Hills: Sage, 1985). A detailed and technical account of new product marketing and market forecasting.
O’Shaughnessy, J. Why People Buy (New York: Oxford University Press, 1987), puts the case for the importance to marketing of a psychological interpretation of buying behaviour.
Porter, M. E. Competitive Advantage (New York: Free Press, 1985). Competitive advantage is understanding which new products will appeal most to the customer.
Robertson, T. S., Innovative Behavior and Communication (New York: Holt, Rinehart & Winston, 1971). An accessible work by a leading researcher that emphasizes psychological aspects of product innovation and adoption.
Rogers, E. M. and F. Shoemaker, Communication of Innovations (New York: Free Press, 1971). This deals with the cultural factors that influence the speed of new product diffusion as well as the personal characteristics of adopters.
References
Levitt, T., The Marketing Imagination (New York: Free Press, 1987).
Drucker, P., Management (London: Heinemann, 1974), p. 61.
Kanter, R. M., The Change Masters: Innovation and Entrepreneurship in the American Corporation (New York: Free Press, 1987).
Levitt, T., The Marketing Imagination, op. cit.
Peters, T., Thriving on Chaos (London: Pan, 1989).
Eklund, C. S., ‘Campbell Soup’s recipe for growth: offering something for every palate’, Business Week, vol. 14 (December 1984), pp. 66–7.
Harvey-Jones, J., Getting it Together (Oxford: Heinemann, 1991).
Statt, D. A., Psychology and the World of Work (London: Macmillan, 1994), especially Chapters 2 and 6.
Schon, D. A., ‘Champions for radical new innovations’, Harvard Business Review, March/April 1963.
Peters, Thriving on Chaos, op. cit., p. 248.
Pascale, R., ‘Perspective on strategy: The real story behind Honda’s success’, in G. Carroll, and D. Vogel (eds), Strategy and Organization (Boston: Pitman Publishing 1984).
Schon, ‘Champions’, op. cit.
Herr, P. M., F. R. Kardes and J. Kim ‘Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity perspective’, Journal of Consumer Research, vol. 17, (1991), pp. 454—62.
Chan, K. K. and S. Misra, ‘Characteristics of the opinion leader: A new dimension’ Journal of Advertising, vol. 19, (3 November 1990), pp. 53–60.
King, C. W. and J. O. Summers ‘Overlap of opinion leadership across consumer product categories’, Journal of Marketing Research, vol. 7 (February 1970), pp. 43–50.
Rogers, E. M. Diffusion of Innovations, 3rd edn (New York: Free Press, 1983), p. 5.
Robertson, T. S., ‘The process of innovation and the diffusion of innovation’, Journal of Marketing, vol. 31 (January 1967), pp. 14–19.
McCarroll, T.,‘What New Age?’, Time, 12 August 1991, pp. 44–5.
Rogers, Diffusion of Innovations, op. cit.
Ohmae, K., ‘Managing in a borderless world’, Harvard Business Review, May–June, 1989, pp. 152–61.
Rogers, Diffusion of Innovations, op. cit.
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© 1997 David A. Statt
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Statt, D.A. (1997). New Products and Innovations. In: Understanding the Consumer. Palgrave, London. https://doi.org/10.1007/978-1-349-25438-5_3
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DOI: https://doi.org/10.1007/978-1-349-25438-5_3
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