PCS has developed a revolutionary electric guitar and to decide how best to sell their innovations. The cult status of the existing electric guitars, and the lack of any recent radical innovation in the category, creating difficulties in ensuring consumer acceptance. If the company goes it alone, it must identify the type of consumers are likely to adopt the new product, with new aspects of guitar playing RCC. In addition, the company can find a marketing partner or license their new products to a bigger player. Rich description of the behavior of consumers, who can discuss the process that will lead consumers to purchase a new product. In addition, the company's design philosophy is presented, which was designed to help our designers to get into the minds of consumers.
To enhance their effectiveness, color cases should be printed in color. "Hide
by Elie Ofek, Thomas Steenburgh, Michael I. Norton, Kerry Herman Source: Harvard Business School 33 pages. Publication Date: October 13, 2006. Prod. #: 507003-PDF-ENG
Case | HBS Case Collection | October 2006 (Revised August 2007)
by Elie Ofek, Thomas J. Steenburgh, Michael I. Norton and Kerry Herman
RKS has designed a revolutionary electric guitar and needs to decide how to best market their innovation. The iconic status of existing electric guitars, and the lack of any recent radical innovations in the category, pose challenges in securing consumer adoption. If the company goes it alone, it needs to determine the type of consumer most likely to adopt the new product, taking into account the novel aspects of the RKS guitar. Alternatively, the company could find a marketing partner or license its novel design to a bigger player. Rich in descriptions of consumer behavior that enable a discussion of the process that would lead consumers to purchase a new product. Also, outlines the company's design philosophy, which was developed to help its designers get into the mind of the consumer.
Keywords: Innovation and Invention; Marketing Strategy; Product Launch; Consumer Behavior; Product Design; Adoption;