Past researches believed that an organization should thoroughly focus on consumer starting from idea generation stage until product launch. As suggested by Sanden et al., (2006) that in order to potentially achieve higher consumer value, consumer satisfaction and high profit margins from new product, activation of consumer in the development process is strongly advised. Therefore, consumer acceptance level is as important as the product itself and a company should be cautious of potential rejection which leads to product failure. This paper aims to elaborate one of the factors behind product failure, namely the concept of consumer doubt towards new product as found in recent study by Saaksjarvi and Morel (2010). This concept will be explained together with its indicators and lastly we will follow the explanation with future research direction to enrich the findings which will be supported with small scale primary research.
CONCEPT OF CONSUMER DOUBT
The relationship between new product development and organization’s success is now important to be acknowledged. Past research found that new product development is a crucial activity to conduct if a company aims to secure a long term survival and growth (Brown and Eisenhardt, 1995; Clark and Fujimoto, 1991; Craig and Hart, 1992). The process itself is really complex due to expensive and risky as Page (1993) indicated that large portion of product development budgets going towards new product failures. High rate of failure have been faced by most companies and ironically only a small portion of the new product ideas are commercially successful (Booz, 1980). To avoid this situation, a company should identify the underlying reasons of product failure for the opportunity ...
... middle of paper ...
Pinch, T.J. and Bijker, W.E. (1984) The social construction of facts and artifacts: or how thesociology of science and the sociology of technology might benefit each other. SocialStudies of Science, 14(3), pp. 399-441.
Rogers, E.M. (2003) Diffusion of Innovations, 5th ed., Free Press, New York, NY.
Saaksjarvi, M. and Morel, N.P.K. (2010) The development of a scale to measure consumer doubt toward new products. European Journal of Innovation Management, 13 (3), pp. 272-293.
Sanden, B., Gustafsson, A. And Witell, L. (eds.) (2006) The role of customer in development process. Customer Involvement in New Service Development. London : Imperial College Press.
Vonderen, M.L., Bekkers, R., Hermanussen, R., Sikora, G. And To’th, A. (1996) gender and doubts about study in technology: a Duth-Hungarian comparison, Journal of General Psychology. 23(1), pp/ 5-18.
Need Writing Help?
Get feedback on grammar, clarity, concision and logic instantly.Check your paper »
- I believe the new GoPro Hero4 Session is an incremental innovation. The customer need in this situation is the ability to conveniently record video and take pictures wherever they might be, including underwater. This need means that the customer must have a device that is portable, small and easy to use. This customer need is not new as people have been documenting their lives and developing technology to take pictures since the 1800s. There have been very many inventions over time that allows people to take video and photographs and over the years, the inventions have gained new features and gotten smaller and easier to use.... [tags: New product development, Product management]
1162 words (3.3 pages)
- No to TDI – Opponents: Although there are many naysayers, the one most opposing view on TDI that gripped my attention came from Andrew King and Baljir Baatartogtokh, in their article, “How Useful Is the Theory of Disruptive Innovation?”. King and Baatartogtokh did acknowledge the reputation of TDI in the business word; they however stated that the theory has not been sufficiently tested in academia. To make their points, King and Baatartogtokh decided to survey a number of experts, with majority in academia, on each of the 77 disruptions cases depicted in Christensen’s “The Innovator Dilemma”.... [tags: Disruptive technology, Innovation, Marketing]
1028 words (2.9 pages)
- Case Study Analysis: IDEO Product Development The business model for IDEO began as an open-minded place to design, develop and manufacture new products. The last 20 years of proven product design driven by innovation has translated into profit margins for their clients and continuous refinement for IDEO’s process. IDEO pioneered “concurrent engineering” where design and engineering work together to produce aesthetically pleasing products that are also highly functional. This was different from many other similar companies that placed more emphasis on the industrial design than the engineering.... [tags: Business Product Development]
1535 words (4.4 pages)
- 1. INTRODUCTION The entire companies always endeavor to get large amount of profit, this is achieved by conducting large-scale production, marketing management, and certainly on product innovation (Sundbo,1997). Providing new services for existing customers can create value, and magnetize new customers, are basic to enlarge the competitiveness of successful the organizations (Edvardsson et al,2010). Product innovation can attract the customer that implicated to companies benefits. In S-D logic perspective the firm cannot make value but only offer the value through value proposition (Vargo & Lusch, 2008).... [tags: Company, Products, Global Economy]
2383 words (6.8 pages)
- The diffusion of innovation theory is defined as the means by which a new idea is spread and adopted by people ( Hayden, 2009). The theory was first, used in the 1950s to understand how farmers in Iowa adopted the use of hybrid corn seeds (Hayden, 2009, p. 93). The society of farmers in Iowa on average took 7 years to switch to hybrid corn although the hybrid seeds increased crop yields and produced hardier, drought-resistant corn (Hayden, 2009). The length of time for adoption shows positive improvements in farming but does not guarantee an immediate change in farming procedure.... [tags: channels, communication, time, social, system]
903 words (2.6 pages)
- The modern innovation and human advancement has provided everything that one can imagine in today’s world. However, the history of human advancement can be trace back to 9000 B.C.E. The Neolithic era was the transition of nomadic population, who gained their food largely from foraging into the agricultural life and settlement. The significant adaptation of the people in Neolithic era was agricultural and domestication, which is known as Neolithic Revolution or the Agricultural Revolution. This transformation of early human society was largely influence by the warmest climate and the rapid population growth.... [tags: Neolithic, Neolithic Revolution, Domestication]
900 words (2.6 pages)
- According to Flynn, Doodley & Cormican (2003) innovation is an intentional introduction and application within organizations new ideas, process or procedures which is basically designed and adopted to significantly benefit the organizations or the society at large. Innovation may occur in product, process, market, design or services (Otero-Neira, Lindman, & Fernandez, 2009). Human resource management refers to any policies, practices and systems that are able to influence the behavior, attitudes and performance of employees (De Cieri, et al.... [tags: organization, design, management, strategy]
651 words (1.9 pages)
- Introduction The ever-decreasing length of product lives has diminished the role of new technologies as a source of satisfactory profit and sustainability, as in today’s economies they become commoditized in a growingly fast manner. Nowadays, innovation must include business models rather than just technology and R&D (Chesbrough 2007), and with the greater frequency of disruption and dislocation in many industries, business model lifecycles are shortening as well. Because of its intrinsic connection to the concept of a Business Model, Business Model Innovation is often a topic found deeply intertwined within strategic management, business strategy, entrepreneurship, business model design, v... [tags: management, strategy, competitive advantage]
866 words (2.5 pages)
- The competition in today’s market is challenging when developing a new product. Therefore, understanding the importance of product naming and branding should be included in the strategy of all new product development projects. In addition, to developing a great product name protecting the product is also important. Therefore, organizations need to consider the amount of time, research, and costs associated with the development of the product as they decide on intellectual property protection. The Importance of Product Name A product’s name and brand is very important to the success of a new product as it affects the perception of the product.... [tags: Trademark, Intellectual property]
730 words (2.1 pages)
- With a new administration on hand, business is booming in the Philippines. However, having many business establishments is having competition in the market. Due to this, majority of these establishments invest for advertising. Print advertising is one of the most used types of advertising in the country. However, there is no study existing that determines how print advertisement affect on the product and its popularity specifically. Therefore, the focus of the paper is its impact on the popularity of the product it advertises.... [tags: business boom, The Philippines]
1831 words (5.2 pages)