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
Europe's microtechnology industry is attuned to growth
10.03.2017 | IVAM Fachverband für Mikrotechnik
Preferential trade agreements enhance global trade at the expense of its resilience
17.02.2017 | International Institute for Applied Systems Analysis (IIASA)
Astronomers from Bonn and Tautenburg in Thuringia (Germany) used the 100-m radio telescope at Effelsberg to observe several galaxy clusters. At the edges of these large accumulations of dark matter, stellar systems (galaxies), hot gas, and charged particles, they found magnetic fields that are exceptionally ordered over distances of many million light years. This makes them the most extended magnetic fields in the universe known so far.
The results will be published on March 22 in the journal „Astronomy & Astrophysics“.
Galaxy clusters are the largest gravitationally bound structures in the universe. With a typical extent of about 10 million light years, i.e. 100 times the...
Researchers at the Goethe University Frankfurt, together with partners from the University of Tübingen in Germany and Queen Mary University as well as Francis Crick Institute from London (UK) have developed a novel technology to decipher the secret ubiquitin code.
Ubiquitin is a small protein that can be linked to other cellular proteins, thereby controlling and modulating their functions. The attachment occurs in many...
In the eternal search for next generation high-efficiency solar cells and LEDs, scientists at Los Alamos National Laboratory and their partners are creating...
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are less stable. Now researchers at the Technical University of Munich (TUM) have, for the first time ever, produced a composite material combining silicon nanosheets and a polymer that is both UV-resistant and easy to process. This brings the scientists a significant step closer to industrial applications like flexible displays and photosensors.
Silicon nanosheets are thin, two-dimensional layers with exceptional optoelectronic properties very similar to those of graphene. Albeit, the nanosheets are...
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to simulate these confined natural conditions in artificial vesicles for the first time. As reported in the academic journal Small, the results are offering better insight into the development of nanoreactors and artificial organelles.
Enzymes behave differently in a test tube compared with the molecular scrum of a living cell. Chemists from the University of Basel have now been able to...
20.03.2017 | Event News
14.03.2017 | Event News
07.03.2017 | Event News
27.03.2017 | Health and Medicine
27.03.2017 | Life Sciences
27.03.2017 | Earth Sciences