The Impact of Radical Innovation on Consumer Behaviour

In most industries, innovation is the most essential driver of competitive advantage. Particular to Radical Innovation, it underlies the firm's success in an attempt to be different and innovative leader. Undoubtedly, it requires hard-working and tough decision to launch such breakthrough and manage consumer's uncertainty. Sometimes a very new to the world product introduces behaviour change and this is rather complicate to the unknown and unfamiliarity. However, one that can successfully motivate consumer to embrace it will potentially win the battle. This book, therefore, provides a qualitative analysis based on interviews, observations, and written documents to investigate how a radical innovation is adopted and analyze an impact it has on consumer behaviour to understand the key influential driver of success through a case study of iPhone. The analysis are especially beneficial for entrepreneurs, professionals in engineering, business and marketing fields, or anyone else who may be considering launching a new radical product by mastering an uncertainty and innovation adoption and diffusion with product characteristics and marketing communications strategies.

Autorentext

Antika Ungsusing: Master of Innovation and Business Creation at Jönköping International Business School, Sweden. Senior Capacity Management Analyst at Thomson Reuters. | Phromporn Pinyotrakool: Master of Innovation and Business Creation at Jönköping International Business School, Sweden. Senior Communication Executive at Ogilvy and Mather, Thailand.