"Based on varying perspectives and orientations, new products have been variously classified. The most commonly used classification has been proposed by Thomas S. Robertson. Based on two dimensions, technological and behavioral, Robertson has classified the new products and innovations into three categories, viz., continuous innovations, dynamically continuous innovations, and discontinuous innovations. a) Continuous innovations: - A continuous innovation is one that entails modification over an existing product; it is illustrative of little technological change, but requires no behavioral change on the part of the consumer for product usage, consumption and resultant experiences. - The technology used to manufacture the new product is not different from the one that produced the original or already existing product; and, the consumer does not have to adopt a new purchase, usage and consumption pattern to use it. - Example: all line extensions, or product variants (new form, size, flavor etc.); For example, various flavors of Amul Chocolate are line extensions of the original Amul Milk Chocolate. - Other examples: laser printers replacing earlier versions; a change from VCDs to DVDs was illustrative of better technology, better picture quality. b) Dynamically continuous innovations: - An innovation is regarded as dynamically continuous, when it includes some technological change in the product, but requires no behavioral change on the part of the consumer for product usage, consumption and resultant experiences. - The technological change is brought either to increase efficiency, or provide greater value to the consumer. - Example: the walkman giving way to the portable CD player, or the semi-automatic washing machine giving way to the fully automatic one. c) Discontinuous innovations: - On a continuum, they fall as most radical; they are truly “innovative” in the sense that they are technologically superior, and also require considerable behavioral change within consumers with respect to purchase and usage patterns. - The technology used to manufacture the new product is different from the one that produced the original or already existing product; and, the consumer has to adopt a new purchase, usage and consumption pattern to use it. - Example, the telephone giving way to the mobile phone, or the 3G and GPRS providing email access while on move as against email access on the computer/laptop. Source: http://in.docsity.com/en-docs/Diffusion_of_Innovation_-_Consumer_Behavior_-_Solved_Quiz_"
Add a comment
to see other 2 answers