Презентация Economics of innovation. Lecture 3: Innovation, Demand and Consumption онлайн

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Презентации » Экономика и Финансы » Economics of innovation. Lecture 3: Innovation, Demand and Consumption


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    28 слайдов
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    1,2,3,4,5,6,7,8,9,10,11
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Слайды и текст к этой презентации:

№1 слайд
ECONOMICS OF INNOVATION
Содержание слайда: ECONOMICS OF INNOVATION
№2 слайд
Consumers and innovation
Содержание слайда: Consumers and innovation: demand and supply We will focus on: 1. The diffusion of innovations 2. The demand of innovation: consumers types
№3 слайд
The diffusion of innovations
Содержание слайда: The diffusion of innovations Diffusion is the process by which innovations are adopted and used by consumers, or in the case of process innovations, by other organisations. Diffusion is the rate at which innovations are adopted Whether a product or a process, it takes a long time for an innovation to diffuse across users/consumers. The speed at which an innovation diffuses is critical to its (commercial) success.
№4 слайд
Diffusion of successful
Содержание слайда: Diffusion of successful innovations follow a common path (S curve)
№5 слайд
Diffusion of online social
Содержание слайда: Diffusion of online social networks
№6 слайд
Diffusion of various
Содержание слайда: Diffusion of various innovations
№7 слайд
Drivers of the diffusion of
Содержание слайда: Drivers of the diffusion of innovations
№8 слайд
Drivers of the diffusion of
Содержание слайда: Drivers of the diffusion of innovations
№9 слайд
The demand for innovation
Содержание слайда: The demand for innovation Marketing e.g. Information acquisition approach (Bass 1969) Economics e.g. Consumer preferences (Deaton and Mullebower 1980)
№10 слайд
Types of Consumers Consumers
Содержание слайда: Types of Consumers Consumers are not a homogeneous group.
№11 слайд
Six Types of Consumer
Содержание слайда: Six Types of Consumer Economic Consumer Veblen/Bourdieu Consumer Marshall Consumer Douglas Consumer Galbraith Consumer Routine Consumer
№12 слайд
Economic Consumer Fixed,
Содержание слайда: Economic Consumer Fixed, pre-determined wants, which the consumer knows in detail If all consumers were economic consumers there would be little market risk in innovation Consumer is a skilled optimiser but is asocial (consumes in private) Given same prices and income, (s)he will never vary consumption Interested in innovations that reduce price or increase a sought-after feature of a good Otherwise, not interested in innovation
№13 слайд
Veblen Consumer Veblen s
Содержание слайда: Veblen Consumer Veblen’s concept of “conspicuous consumption” Desires distinction through visible consumption of expensive items Bourdieu consumer is similar, but seeks distinction with more modest expenditure Veblen and Bourdieu consumers are interested in innovation to the extent that these give an opportunity to show distinction, e.g. Rolls Royce
№14 слайд
Veblen consumers upon the
Содержание слайда: Veblen consumers upon the launch of iPhone 5
№15 слайд
Nike making an appeal to
Содержание слайда: Nike making an appeal to Veblen consumers with their customized shoes CREATE YOUR OWN NIKE FREE iD However close to barefoot you like your run to feel—your reasons are exclusively your own. Run Free, your way.
№16 слайд
Marshall Consumer In every
Содержание слайда: Marshall Consumer “In every stage of his progress he is destined to contrive and invent, to engage in new undertakings; and when these are accomplished, to enter with fresh energy upon others.” (McCulloch, 1864, quoted in Marshall, 1927) Marshall consumers are interested to explore what innovations can do for them, but they are not uncritical in their consumption of innovations (see Von Hippel, 2005)
№17 слайд
Marshall Consumers- the
Содержание слайда: Marshall Consumers- the creative consumer
№18 слайд
Douglas Consumer the real
Содержание слайда: Douglas Consumer “the real moment of choosing is ... choice of comrades and their way of life” (Douglas, 1983) Douglas consumers may be cautious about consuming innovations that might seem to cast doubt on their peer group loyalty But they may find innovation and imaginative ways to confirm group loyalty And if the group leader(s) adopt(s) an innovation, then other Douglas consumers may follow rapidly
№19 слайд
Galbraith Consumer As a
Содержание слайда: Galbraith Consumer “As a society becomes increasingly affluent, wants are increasingly created by the process by which they are satisfied …. producers may proceed actively to create wants through advertising and salesmanship. Wants thus come to depend on output.” (Galbraith, 1958) Mass market and advertising Galbraith consumers need encouragement from marketers to give innovations a try
№20 слайд
Routine Consumer Just sticks
Содержание слайда: Routine Consumer Just sticks to familiar consumption items (“tried and tested”) Does not optimise Not influenced by advertising Does not seek distinction Does not seek novelty Not influenced by peer pressure Liable to be very suspicious of innovations
№21 слайд
Other Types of Consumer .
Содержание слайда: Other Types of Consumer ….
№22 слайд
Ethical consumer Green
Содержание слайда: Ethical consumer Green consumer Consumption choices with reference to effects on sustainability Ruskin consumer Consumption choices with reference to effects on producing labour
№23 слайд
Ethical Consumption and
Содержание слайда: Ethical Consumption and Innovation Can you think of examples of companies innovating to appeal to the ethical consumers?
№24 слайд
Learning consumer Recognition
Содержание слайда: Learning consumer Recognition that something is an acquired taste and a taste worth acquiring Demand grows as consumer acquires the taste – learns how to appreciate the product/service
№25 слайд
Innovation and Learning
Содержание слайда: Innovation and Learning consumers Educating is an important consideration when it comes to promoting innovations at early stages to learning consumers
№26 слайд
Dutiful consumer Consumption
Содержание слайда: Dutiful consumer Consumption as a duty Duty to whom, or to what? Country (?) Science (?)
№27 слайд
Different Types of Consumers
Содержание слайда: Different Types of Consumers and Product Life Cycle
№28 слайд
Lecture Innovation, Demand
Содержание слайда: Lecture 3: Innovation, Demand and Consumption Summary Diffusion of innovations Customers types ?
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