By Damian Davila Rojas, on October 8th, 2008
• Given the higher failure rate of products and the saturation of marketing channels, it is necessary to improve the understanding of the innovation process in order to better meet the customer’s needs and to launch to market ahead of the competition.
• I agree that innovation requires a different approach that goes beyond [...]
By Damian Davila Rojas, on October 1st, 2008
<A HREF=”http://ws.amazon.com/widgets/q?ServiceVersion=20070822&MarketPlace=US&ID=V20070822%2FUS%2Fhttpwwwidacon-20%2F8010%2Fa7589d79-a369-4ee2-8334-d647436ac59f&Operation=NoScript” mce_HREF=”http://ws.amazon.com/widgets/q?ServiceVersion=20070822&MarketPlace=US&ID=V20070822%2FUS%2Fhttpwwwidacon-20%2F8010%2Fa7589d79-a369-4ee2-8334-d647436ac59f&Operation=NoScript”>Amazon.com Widgets</A>
According to Gladwell, the Power of context infers that epidemics are sensitive to the conditions and circumstances of the times and places in which they occur . This is a main idea within lateral marketing, because it involves an important transformation of a product or service: there must be the [...]
By Damian Davila Rojas, on September 24th, 2008
Throughout the fourth chapter of Lateral Marketing, Kotler and Trias de Bes discuss how “new market or category creation is the most efficient way to compete in mature markets where microsegmentation and an excess of brands do not leave room for new opportunities” (2003, p. 72).
The cited examples of Lateral Marketing by Kotler [...]
By Damian Davila Rojas, on September 23rd, 2008
Amazon.com Widgets
On this post, I will discuss the first two chapters of The Tipping Point by Gladwell and the third chapter of Lateral Marketing by Kotler and Trias de Bes because I found a lot of similar points on both books.
Malcolm Gladwell. Photo Credit: Brooke Williams.
Kotler and Trias de Bes discuss [...]
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