Forum for Science, Industry and Business

Sponsored by:     3M 
Search our Site:

 

Consumer Innovators Know Few Boundaries

27.08.2009
As the world marketplace expands, a new study shows how marketers can more shrewdly channel their resources to target “consumer innovators,” people who are the most likely to adopt a new technology or manufactured good, when launching a product worldwide. It turns out these consumer innovators have a lot in common, despite their cultural differences.

Understanding consumer innovation across countries, demographics and product categories was the impetus for the large-scale study “Global Consumer Innovativeness: Cross-Country Differences and Demographic Commonalities” led by Gerard Tellis, director of the Center for Global Innovation and a marketing professor at the USC Marshall School of Business who collaborated with co-authors Eden Yin (University of Cambridge) and Simon Bell (University of Melbourne).

Among the study’s findings:

• In assessing an individual’s propensity to try new products, demographic predictors (age, wealth, education and mobility) were common, despite strong cultural differences.

• Certain demographics predict consumer innovativeness in certain categories. For example, younger consumers (ages 20-29) are more eager to buy automobiles than other age groups. Meanwhile, highly educated consumers are more eager to buy financial services.

• Consumer eagerness for new products varies substantially by product category and country. For example, the countries most eager to try new food products are Sweden and Canada while India, Korea, China and Brazil are less eager.

• Brazilians are most eager to buy cosmetics, while Japanese are most eager to buy electronic products.

• Researchers need to be clever in asking questions about innovation because of a consumer’s tendency to overstate their innovativeness.

Tellis and his co-authors collected data from about 5,500 consumers from 15 major countries, including the United States, Japan, the United Kingdom, France, Germany, China, India and Brazil.

“This research was performed on a huge scale,” said Tellis, adding that the study has direct implications for the crafting of business strategy and government policies.

For example, based on this research, Tellis, who has experience launching new products via his past service as a sales development manager at Johnson & Johnson, recommended that businesses employ a “waterfall strategy” (i.e., a country-to-country tiered release) versus a “sprinkler strategy” (all at one time) for new products, making sure to vary their approach depending on the country and product category.

Governments can apply this research when introducing new products, such as fuel-efficient cars, and services to their citizens. “This study tells them whom to target first in which regions,” Tellis said.

To read the complete study, visit http://www.gtellis.net/Publications.aspx

Evy Jacobson | Newswise Science News
Further information:
http://www.usc.edu

More articles from Business and Finance:

nachricht Preferential trade agreements enhance global trade at the expense of its resilience
17.02.2017 | International Institute for Applied Systems Analysis (IIASA)

nachricht How Strong Brands Translate into Money
15.11.2016 | Kühne Logistics University - Wissenschaftliche Hochschule für Logistik und Unternehmensführung

All articles from Business and Finance >>>

The most recent press releases about innovation >>>

Die letzten 5 Focus-News des innovations-reports im Überblick:

Im Focus: Breakthrough with a chain of gold atoms

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

In the field of nanoscience, an international team of physicists with participants from Konstanz has achieved a breakthrough in understanding heat transport

Im Focus: DNA repair: a new letter in the cell alphabet

Results reveal how discoveries may be hidden in scientific “blind spots”

Cells need to repair damaged DNA in our genes to prevent the development of cancer and other diseases. Our cells therefore activate and send “repair-proteins”...

Im Focus: Dresdner scientists print tomorrow’s world

The Fraunhofer IWS Dresden and Technische Universität Dresden inaugurated their jointly operated Center for Additive Manufacturing Dresden (AMCD) with a festive ceremony on February 7, 2017. Scientists from various disciplines perform research on materials, additive manufacturing processes and innovative technologies, which build up components in a layer by layer process. This technology opens up new horizons for component design and combinations of functions. For example during fabrication, electrical conductors and sensors are already able to be additively manufactured into components. They provide information about stress conditions of a product during operation.

The 3D-printing technology, or additive manufacturing as it is often called, has long made the step out of scientific research laboratories into industrial...

Im Focus: Mimicking nature's cellular architectures via 3-D printing

Research offers new level of control over the structure of 3-D printed materials

Nature does amazing things with limited design materials. Grass, for example, can support its own weight, resist strong wind loads, and recover after being...

Im Focus: Three Magnetic States for Each Hole

Nanometer-scale magnetic perforated grids could create new possibilities for computing. Together with international colleagues, scientists from the Helmholtz Zentrum Dresden-Rossendorf (HZDR) have shown how a cobalt grid can be reliably programmed at room temperature. In addition they discovered that for every hole ("antidot") three magnetic states can be configured. The results have been published in the journal "Scientific Reports".

Physicist Dr. Rantej Bali from the HZDR, together with scientists from Singapore and Australia, designed a special grid structure in a thin layer of cobalt in...

All Focus news of the innovation-report >>>

Anzeige

Anzeige

Event News

Booth and panel discussion – The Lindau Nobel Laureate Meetings at the AAAS 2017 Annual Meeting

13.02.2017 | Event News

Complex Loading versus Hidden Reserves

10.02.2017 | Event News

International Conference on Crystal Growth in Freiburg

09.02.2017 | Event News

 
Latest News

Stingless bees have their nests protected by soldiers

24.02.2017 | Life Sciences

New risk factors for anxiety disorders

24.02.2017 | Life Sciences

MWC 2017: 5G Capital Berlin

24.02.2017 | Trade Fair News

VideoLinks
B2B-VideoLinks
More VideoLinks >>>