technology & innovation management course - session 3
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Technology & Innovation Management Course
-Session 3
1. Kano Model
Markets
Markets
Perfect Competition:
no barriers to entry, an unlimited number of producers and consumers, and a perfectly elastic demand curve. Only theoretical.
Markets
Markets
Monopoly:
only one provider of a product or service.
Markets
Markets
Oligopsony:
many sellers and just a few buyers.
Markets
Markets
Monopsony:
market with only one buyer.
Markets
Markets
Oligopoly:
small number of firms control the majority of the market share.
Markets
Characteristics of oligopoly
Characteristics of oligopoly
Profit maximization conditions
Characteristics of oligopoly
Profit maximization conditions
Ability to set price
Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies
Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies
Homogenous offering
Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies
Homogenous offering
Non-price competition
Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies
Homogenous offering
Non-price competition
Interdependence
Kano model
Theory of product development and customer satisfaction developed in the ‘ 80s by P ro fesso r No r i ak i Kano addressing commoditization of features over t ime by classifying customer preferences into five categories.
Categories of customer preferences
Categories of customer preferences
Must-be Quality attributes that taken for granted when fulfilled but result in dissatisfaction when not fulfilled. Since customers expect these attributes and view them as basic, it is unlikely that they are going to tell the company about them when asked about quality attributes.
Categories of customer preferences
Categories of customer preferences
One-dimensional Quality
attributes that result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These are attributes that are spoken of and ones which companies compete for.
Categories of customer preferences
Categories of customer preferences
Attractive Quality provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled. These are attributes that are not normally expected.
Categories of customer preferences
Categories of customer preferences
Indifferent Quality attributes that refer to aspects that are neither good nor bad, and they do not result in either customer satisfaction or customer dissatisfaction.
Categories of customer preferences
Categories of customer preferences
Reverse Quality
attributes that refer to a high degree of achievement resulting in dissatisfaction and to the fact that not all customers are alike.
Categories of customer preferences
no complex user profile(hobby, food, music, sign, hight etc.)
no profile view notification
no media upload feature
HOW DID THEY PULL IT OFF?
focus on value proposition
focus on jtbd
Hope you
have NO questions!
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