Principle 2: Be Innovative

Panos Mourdoukoutas () and George J. Siomkos ()
Additional contact information
Panos Mourdoukoutas: Long Island University
George J. Siomkos: Athens University of Economics & Business

Chapter Chapter 3 in The Seven Principles of WOM and Buzz Marketing, 2009, pp 19-26 from Springer

Abstract: Abstract The cases of i-Pod and LCD TV sets underline and highlight the Second Principle of an effective WOM and buzz campaign: Be Innovative. Develop products that seduce the consumer fantasy by delivering better consumer value than conventional products in terms of cost, performance or both; and are consistent with emerging individual and group values or beliefs. Make products simple and easy for consumers to observe their advantages vis-à-vis competitive products; let them try and experiment; introduce new enhancements to keep their interest alive. One of the characteristics of every product that eventually crosses the tipping point is innovation, a number of distinct and separate features from those of conventional competing products that stir up emotion and desire, seducing consumer fantasy. Snapple is a naturally brewed tea with healthy ingredients that serves the needs of consumers better than conventional carbonated products, while Red Bull is an Asia-based energy drink adapted to Western tastes of energetic individuals. On the other hand, the digital audio tape (DAT) had neither advantage compared to CDs and DVDs and, as a result, never took off. The same is true for Motorola’s ROKR phone that tried to marry cellular phones with i-Pods. The devise was chunky and poorly designed, had no distinct advantages over competing models, and therefore, failed to stir consumer interest and desire.

Keywords: Innovative Product; Adoption Rate; Apple Computer; Expected Benefit; Game Console (search for similar items in EconPapers)
Date: 2009
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-02109-1_3

Ordering information: This item can be ordered from
http://www.springer.com/9783642021091

DOI: 10.1007/978-3-642-02109-1_3

Access Statistics for this chapter

More chapters in Springer Books from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().