Consumer Learning Roadmap: New Buzzword or Necessary Tool?

Seppo Hänninen and Birgitta Sandberg
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Seppo Hänninen: Helsinki University of Technology
Birgitta Sandberg: Helsinki University of Technology

Chapter 11 in Knowledge Matters, 2008, pp 220-231 from Palgrave Macmillan

Abstract: Abstract In order to cope with the increasing competition, high-tech firms need to continuously launch new products. However, adoption of the new products may require substantive cognitive efforts from consumers. Therefore, firms should be able to monitor and influence their consumer’s knowledge base. The aim of this chapter is to evaluate the usability of a consumer learning roadmap for high-tech marketing. A tentative framework is built based on the previous literature on innovation adoption and consumers’ knowledge development. The usability of this framework is then evaluated on the basis of case studies. The study indicates that in the case innovations, firms were actively triggering, monitoring and guiding consumer’s knowledge base in order to promote the adoption of successive product generations. This supports the idea that a consumer learning roadmap is a relevant and indeed successful concept for high-tech marketing. The fact that a consumer learning roadmap has so far been used only marginally means that the most prominent high-technology marketers are likely, little by little, to dominate their market.

Keywords: Consumer Research; Brand Loyalty; Innovation Adoption; Product Innovation Management; Management Account Research (search for similar items in EconPapers)
Date: 2008
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-58226-2_11

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DOI: 10.1057/9780230582262_11

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