SPD RESEARCH PROJECT PRESENTATION 1
REINVENTION AS AN ALTERNATIVE TO REGULAR NEW PRODUCT DEVELOPMENT
Lisa Schmidt Karan Shah
REINVENTION What type of experiences do reinvented products create relative to existing prodcucts?
REINVENTION is the degree to which an innovation is changed by the adopter in the process of adoption and implementation after its original development. Rogers, 1978
is defined as the part of NPD which studies the extension of existing innovations, which can only happen after the first generation of a new product is launched. Cheng & Shiu, 2006
REINVENTION is the degree to which an innovation is changed by the adopter in the process of adoption and implementation after its original development. Rogers, 1978
is the reviving of an idea or technology that was never commercialized. Chapman, 2010 is defined as the part of NPD which studies the extension of existing innovations, which can only happen after the first generation of a new product is launched. Cheng & Shiu, 2006
REINVENTION is the degree to which an innovation is changed by the adopter in the process of adoption and implementation after its original development. Rogers, 1978
is the reviving of an idea or technology that was never commercialized. Chapman, 2010 is defined as the part of NPD which studies the extension of existing innovations, which can only happen after the first generation of a new product is launched. Cheng & Shiu, 2006
is based on a previously successful new product which was or is on the market. Cheng & Shiu, 2006
REINVENTION is the degree to which an innovation is changed by the adopter in the process of adoption and implementation after its original development. Rogers, 1978
uses breakthrough technologies to generate a new product through new platforms, new components, new configurations, or new manufacturing processes. Cheng & Shiu, 2008
is the reviving of an idea or technology that was never commercialized. Chapman, 2010 is defined as the part of NPD which studies the extension of existing innovations, which can only happen after the first generation of a new product is launched. Cheng & Shiu, 2006
is based on a previously successful new product which was or is on the market. Cheng & Shiu, 2008
REINVENTION is the degree to which an innovation is changed by the adopter in the process of adoption and implementation after its original development. Rogers, 1978
is the reviving of an idea or technology that was never commercialized.
uses breakthrough technologies to generate a new product through new platforms, new components, new configurations, or new manufacturing processes. Cheng & Shiu, 2008
Chapman, 2010 is defined as the part of NPD which studies the extension of existing innovations, which can only happen after the first generation of a new product is launched. Cheng & Shiu, 2006
is based on a previously successful new product which was or is on the market. Cheng & Shiu, 2008
REINVENTION is the degree to which an innovation is changed by the adopter in the process of adoption and implementation after its original development. Rogers, 1978
may involve both the innovation as a tool and in its use. Eveland et al. 1977
is the reviving of an idea or technology that was never commercialized.
uses breakthrough technologies to generate a new product through new platforms, new components, new configurations, or new manufacturing processes. Cheng & Shiu, 2008
Chapman, 2010 is defined as the part of NPD which studies the extension of existing innovations, which can only happen after the first generation of a new product is launched. Cheng & Shiu, 2006
is based on a previously successful new product which was or is on the market. Cheng & Shiu, 2008
REINVENTION is the degree to which an innovation is changed by the adopter in the process of adoption and implementation after its original development. Rogers, 1978
may involve both the innovation as a tool and in its use. Eveland et al. 1977
recognizes that an innovation is a bundle of components; it is possible to adopt some components and change or reject others. Rice & Rogers, 1980
THE REINVENTION MATRIX
THE REINVENTION MATRIX USE EXISTING
and CHANGE
at POINT IN TIME
CONCEPT
THE REINVENTION MATRIX USE EXISTING
and CHANGE
at POINT IN TIME
CONCEPT
technology
FUNCTION/USE
TECHNOLOGY
use
COMPONENTS
technology function use
after original development
Reinvention Rice & Rogers
after original development
Reinvention Rice & Rogers
after original development
Reinvention Rice & Rogers
THE REINVENTION MATRIX USE EXISTING
and CHANGE
at POINT IN TIME
CONCEPT
technology after original development
Reinvention Rice & Rogers
TECHNOLOGY
function use
before market development after market introduction after original development
Reinvention Champan, 2010 Reinnovation Champan, 2010 Reinvention Rice & Rogers
COMPONENTS
technology function use
after original development
Reinvention Rice & Rogers
FUNCTION/USE
THE REINVENTION MATRIX USE EXISTING
and CHANGE
at POINT IN TIME
technology components platform configuration
after original development after launch
function use
before market development after market introduction after original development
MARKET/ CATEGORY
technology/ function
after launch
COMPONENTS
technology function use
after original development
FUNCTION/USE
TECHNOLOGY
CONCEPT
Reinvention Rice & Rogers Reinnovation Cheng & Shui 2008
Reinvention Champan, 2010 Reinnovation Champan, 2010 Reinvention Rice & Rogers Incremental Innovation Cheng & Shui 2008
Reinvention Rice & Rogers
THE REINVENTION MATRIX USE EXISTING
and CHANGE
at POINT IN TIME
CONCEPT
MEANING technology components platform configuration
after original development after launch
function use
before market development after market introduction after original development
MARKET/ CATEGORY
technology/ function
after launch
COMPONENTS
technology function use
after original development
Reinvention Rice & Rogers
incremental innovation
Reinnovation Rothwell &
FUNCTION/USE
TECHNOLOGY
Reinvention Rice & Rogers Reinnovation Cheng & Shui 2008
Reinvention Champan, 2010 Reinnovation Champan, 2010 Reinvention Rice & Rogers Incremental Innovation Cheng & Shui 2008
Gaudiner 1985
TYPES OF REINVENTIONS:
TYPES OF REINVENTIONS: 1
A
B
Transfering one component of a product to another.
TYPES OF REINVENTIONS: 1
2
A
A
B
Transfering one component of a product to another.
A
Using a product for a completely unintended purpose. Repurposing.
TYPES OF REINVENTIONS: 1
2
3
A
A
A
B
Transfering one component of a product to another.
A
Using a product for a completely unintended purpose. Repurposing.
A
Renovating an old product while keeping some core values intact.
RE INVEN TION
by
USER
COMPANY
RE INVEN TION
by
often unintended
intended
USER
COMPANY
RE INVEN TION of
FUNCTION
PURPOSE
by
often unintended
intended
USER
COMPANY
RE INVEN TION of
FUNCTION
PURPOSE
by
often unintended
intended
USER
COMPANY
Reinvented product vs. Regular product
RQ
How does the knowledge about a product having been being reinvented influence its usage experience?
Other Product attributes/factors Perceived Value
USAGE EXPERIENCE
CUSTOMER SATISFACTION
Intended Value Knowledge about past association/ base product can be controlled by the company
“such factors may influence the initial cognitive and emotional reactions of customers to the innovation, and may therefore affect its perceived value.” Rindova & Petkova, 2007
“We refer to the value expected by producers as intended value, since it reflects their strategies and intentions. We refer to the value expected by customers as perceived value, since it depends on their perceptions of the product prior to actual use.” Rindova & Petkova, 2007
H0 THE KNOWLEDGE ABOUT THE SOURCE-OF-INNOVATION OF THE REINVENTED PRODUCT AFFECTS THE INTELLECTUAL & EMOTIONAL DIMENSION OF USAGE EXPERIENCE.
H0 THE KNOWLEDGE ABOUT THE SOURCE-OF-INNOVATION OF THE REINVENTED PRODUCT THE INTELLECTUAL & EMOTIONAL DIMENSION OF USAGE EXPERIENCE.
H1 POSITIVE ASSOCIATIONS TO THE ORIGINAL PRODUCT WILL POSITIVELY INFLUENCE THE USER’S USAGE EXPERIENCE.
Effects of Product Innovativeness on New Product Profitability
PRODUCT ADVANTAGE
PRODUCT INNOVATIVENESS
NEW PRODUCT PROFITABILITY
CUSTOMER FAMILIARITY
Calantone, Chan & Cui, 2006
Effects of Product Innovativeness on New Product Profitability
PRODUCT ADVANTAGE
PRODUCT INNOVATIVENESS
“This study reverse scales the dependent concept of newness to the customer to customer familiarity. The information deficit created in an individual arising in unfamiliar situations means that innovative content in a new product is likely to be associated with reduced customer familiarity as individuals struggle to determine product attributes.”
Calantone, Chan & Cui, 2006
NEW PRODUCT PROFITABILITY
CUSTOMER FAMILIARITY
REDUCED UNCERTAINITY & RISK
PAST ASSOCIATION WITH FORMER PRODUCT
H2 KNOWLEDGE ABOUT THE ORIGINAL PRODUCT CAN LOWER USER UNCERTAINTY.
EXPERIMENT DESIGN
Qs?