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- 06 Jan 2014
- Working Paper Summaries
Mechanisms of Technology Re-Emergence and Identity Change in a Mature Field: Swiss Watchmaking, 1970-2008
According to most theories of technological change, old technologies tend to disappear when newer ones arrive. As this paper argues, however, market demand for old technologies may wane only to emerge again at a later point in time, as seems to be the case for products like Swiss watches, fountain pens, streetcars, independent bookstores, and vinyl records, which have all begun to claim significant market interest again. Looking specifically at watchmaking, the author examines dynamics of technology re-emergence and the mechanisms whereby this re-emergence occurs in mature industries and fields. Swiss watchmakers had dominated their industry and the mechanical watch movement for nearly two centuries, but their reign ended abruptly in the mid-1970s at the onset of the "Quartz Revolution" (also known as the "Quartz Crisis"). By 1983, two-thirds of all watch industry jobs in Switzerland were gone. More recently, however, as the field has moved toward a focus on luxury, a "re-coupling" of product, organizational, and community identity has allowed master craftsmen to continue building their works of art. The study makes three main contributions: 1) It highlights the importance of studying technology-in-practice as a lens on viewing organizational and institutional change. 2) It extends the theorization of identity to products, organizations, and communities and embeds these within cycles of technology change. 3) It suggests the importance of understanding field-level change as tentative and time-bound: This perspective may allow deeper insights into the mechanisms that propel emergence, and even re-emergence, of seemingly "dead" technologies and industries. (Read an interview with Ryan Raffaelli about his research.) Key concepts include: The value of some products may go beyond pure functionality to embrace non-functional aspects that can influence consumer buying behaviors. Introducing a new technology is not always the only way to get ahead of the curve when older technologies or industries appear to be reaching the end of their life. Industries that successfully re-emerge are able to redefine their competitive set - the group of organizations upon which they want to compete and the value proposition that they send to the consumer. There is significant interplay among community, organization, and product identities. Swiss watches—as well as fountain pens, streetcars, independent bookstores and vinyl records—are all examples of technologies once considered dead that have rematerialized to claim significant market interest. For Swiss watchmakers, "who we are" (as a community) and "what we do" (as watch producers) were mutually constitutive and may have been a potent force in the processes that sought re-coupling in the face of the de-coupling precipitated by technological change. Although new or discontinuous technologies tend to displace older ones, legacy technologies can re-emerge, coexist with, and even come to dominate newer technologies. Core to this process is the creation—and recreation—of product, organization, and community identities that resonate with the re-emergence of markets for legacy technologies. Substantial economic change may not be contained only within organizational or industry boundaries, but also extend outward to include broader forces related to field-level change. Closed for comment; 0 Comments.
- 06 Jan 2014
- Research & Ideas
Technology Re-Emergence: Creating New Value for Old Innovations
Every once in a while, an old technology rises from the ashes and finds new life. Ryan Raffaelli explains how the Swiss watch industry saved itself by reinventing its identity. Closed for comment; 0 Comments.
- 13 Nov 2013
- Research & Ideas
Should Men’s Products Fear a Woman’s Touch?
Recent research shows that loyal customers often get upset when a brand associated with men expands to include products perceived as feminine. Senior Lecturer Jill J. Avery discusses the problem of "gender contamination." Closed for comment; 0 Comments.
- 30 Sep 2013
- Research & Ideas
Do Mergers Hurt Product Quality?
Albert W. Sheen finds that while mergers lead to product price decreases, they generally have little effect on product quality over time. Closed for comment; 0 Comments.
- 24 Jun 2013
- Research & Ideas
Is Your iPhone Turning You Into a Wimp?
The body posture inherent in operating everyday gadgets affects not only your back, but your behavior. According to a new study by Maarten Bos and Amy Cuddy, operating a relatively large device inspires more assertive behavior than working on a small one. Closed for comment; 0 Comments.
- 01 Nov 2012
- Research & Ideas
Book Excerpt: Judgment Calls
In their book Judgment Calls, Visiting Professor Thomas H. Davenport and independent consultant Brook Manville share the tales of several organizations that made successful choices through collective judgment. Read our excerpt on growing pains at Tweezerman. Open for comment; 0 Comments.
- 25 Oct 2012
- Research & Ideas
10 Reasons Customers Might Resist Windows 8
Has Microsoft become too innovative? Professor Rosabeth Moss Kanter, a leader in the field of change management, discusses reasons that people might not rush to embrace Windows 8. Closed for comment; 0 Comments.
- 26 Mar 2012
- Research & Ideas
What Neuroscience Tells Us About Consumer Desire
It's easy for businesses to keep track of what we buy, but harder to figure out why. Enter a nascent field called neuromarketing, which uses the tools of neuroscience to determine why we prefer some products over others. Uma R. Karmarkar explains how raw brain data is helping researchers unlock the mysteries of consumer choice. Closed for comment; 0 Comments.
- 16 Feb 2012
- Working Paper Summaries
Platform Competition Under Partial Belief Advantage
In platform competition in a two-sided market, a platform's ability to attract consumers depends not only on the consumers' beliefs regarding its quality, but also on consumers' beliefs regarding the platform's ability to attract the other side of the market. For example, in the market for smart-phones the recent introductions of Apple's iPhone 4S with the improved operating system, and Samsung's Galaxy II with the improved Android 4, open a new round in the competition between the two platforms. The ability of each platform to attract users depends not only on its perceived quality, but also on users' beliefs regarding the number new applications developed for the platform. Likewise, the ability to attract application developers to the platform depends on their beliefs regarding the number of users that will join the platform. In a competitive market, some platforms may enjoy more favorable beliefs of the market (about their ability to attract ``the other side) than other platforms. Such a belief advantage may be source of a competitive advantage. In this paper, the authors look at how the belief advantage helps the platform to compete in the market, and also how a platform may create the belief advantage. The authors find that the degree of the platform's belief advantage affects its decision regarding its business model (whether to subsidize buyers or sellers), as well as the access fees and the size of the platform. Moreover, the paper looks into the optimal advertising strategy that leads to creating belief advantage. This paper contributes to scholarship on economics and business strategy. Key concepts include: The advantaged platform can win the market even if it offers a lower quality than the disadvantaged platform, because of its ability to exploit its beliefs advantage. It is also possible for the disadvantaged platform to win if it offers substantially higher quality. Closed for comment; 0 Comments.
- 12 Dec 2011
- HBS Case
HBS Cases: Clocky, the Runaway Alarm Clock
There had not been an innovative breakthrough in alarm clock design since the snooze button until entrepreneur Gauri Nanda created Clocky. Her runaway hit has been the inspiration for several cases written by Professor Elie Ofek. Closed for comment; 0 Comments.
- 12 Oct 2011
- Research & Ideas
Creating Online Ads We Want to Watch
The mere fact that an online video advertisement reaches a viewer's computer screen does not guarantee that the ad actually reaches the viewer. New experimental research by Thales S. Teixeira looks at how advertisers can effectively capture and keep viewers' attention by evoking certain emotional responses. Closed for comment; 0 Comments.
- 13 Apr 2011
- Working Paper Summaries
The ‘IKEA Effect’: When Labor Leads to Love
Companies increasingly involve customers in the design and assembly of products, from Converse allowing customers to design their own shoes to IKEA asking customers to assemble their own furniture. In this paper researchers Michael I. Norton (Harvard Business School), Daniel Mochon (University of California at San Diego), and Dan Ariely (Duke) use the "IKEA Effect" to explain the increase in valuation we place on products we build ourselves. The researchers discuss the implications of the IKEA Effect for marketing managers and organizations more generally. Key concepts include: Successful assembly of products—no matter how amateurish—leads consumers to value them over and above the value that arises from merely purchasing a product. Labor increases valuation of completed products not just for consumers who profess an interest in "do-it-yourself" projects, but even for those who express a preference for buying preassembled products. Successful completion is an essential component for the link between labor and liking to emerge; participants who were not permitted to finish their creations did not show an increase in willingness-to-pay. The marketing challenge lies in convincing consumers to engage in the kinds of labor that will lead them to value products more highly, especially given their general aversion to such pursuits. The overvaluation that occurs as a result of the IKEA Effect has implications for organizations as a contributor to two key organizational pitfalls: sunk cost effects and the "not invented here" syndrome. Closed for comment; 0 Comments.
- 31 Mar 2011
- Research & Ideas
From SpinPop to SpinBrush: Entrepreneurial Lessons from John Osher
At a panel discussion on entrepreneurship, professor William A. Sahlman and several successful start-up veterans discussed the case of John Osher, father of Dr. John's Products, Ltd., and the wildly popular battery-powered toothbrush, the SpinBrush. Key concepts include: Look for gaps in the existing market or product lines to exploit. Anticipate product knockoffs and plan accordingly. Raise money when you don't need it, so you'll have it when you do. Be quick to market with the initial product and improve as you go along. Closed for comment; 0 Comments.
- 14 Feb 2011
- Research & Ideas
Clay Christensen’s Milkshake Marketing
Many new products fail because their creators use an ineffective market segmentation mechanism, according to HBS professor Clayton Christensen. It's time for companies to look at products the way customers do: as a way to get a job done. Closed for comment; 0 Comments.
- 26 Jul 2010
- Research & Ideas
Yes, You Can Raise Prices in a Downturn
If you and your customers understand the value represented in your pricing, you can—and should—charge more for delivering more. An interview on "performance pricing" with researchers Frank Cespedes, Benson P. Shapiro, and Elliot Ross. Key concepts include: Pricing builds or destroys value faster than almost any business action. Performance pricing seeks to maximize both the customer benefit and the selling company's profitability. The idea is to create more space between the value provided to customers and your cost. Performance pricers make attractive returns in almost every business—at least over the full business cycle. Closed for comment; 0 Comments.
- 16 Feb 2010
- Research & Ideas
The Outside-In Approach to Customer Service
Ranjay Gulati, an expert on leadership, strategy, and organizational issues in firms, describes how companies can evolve through four levels to become more customer-centric. Plus: Book excerpt from Reorganize for Resilience: Putting Customers at the Center of Your Business. Open for comment; 0 Comments.
- 25 Nov 2009
- Working Paper Summaries
The Devil Wears Prada? Effects of Exposure to Luxury Goods on Cognition and Decision Making
Gandhi once wrote that "a certain degree of physical harmony and comfort is necessary, but above a certain level it becomes a hindrance instead of a help." This observation raises interesting questions for psychologists regarding the effects of luxury. What psychological consequences do luxury goods have on people? In this paper, the authors argue that luxury goods can activate the concept of self-interest and affect subsequent cognition. The argument involves two key premises: Luxury is intrinsically linked to self-interest, and exposure to luxury can activate related mental representations affecting cognition and decision-making. Two experiments showed that exposure to luxury led people to think more about themselves than others. Key concepts include: Luxury does not necessarily induce people to be "nasty" toward others but rather causes them to be less concerned about or considerate toward others. Experiment 1 showed that when primed with luxury, people are more likely to endorse self-interested business decisions (profit maximization), even at the expense of others. Experiment 2 further demonstrated that exposure to luxury is likely to activate self-interest but not the tendency to harm others. Exposure to luxury goods may activate a social norm that it is appropriate to pursue interests beyond a basic comfort level, even at the expense of others. It may be this activated social norm that affects people's judgment and decision-making. Alternatively, exposure to luxury may directly increase people's personal desire, causing them to focus on their own benefits such as prioritizing profits over social responsibilities. Closed for comment; 0 Comments.
- 15 Dec 2008
- Research & Ideas
The Surprisingly Successful Marriages of Multinationals and Social Brands
What happens when small iconic brands associated with social values—think Ben & Jerry's—are acquired by large concerns—think Unilever? Can the marriage of a virtuous mouse and a wealthy elephant work to the benefit of both? Professors James E. Austin and Herman B. "Dutch" Leonard discuss their research. Closed for comment; 0 Comments.
- 29 Oct 2008
- Research & Ideas
The Next Marketing Challenge: Selling to ’Simplifiers’
The mass consumption of the 1990s is fast fading in the rearview mirror. Now a growing number of people want to declutter their lives and invest in experiences rather than things. What's a marketer to do, asks professor John Quelch. Key concepts include: As the world economy slumps, one consumer segment will grow faster than ever: The Simplifiers. Simplifiers present a challenge to marketers. These are well-off people who value quality over quantity and who do not buy proportionately more goods as their net worth increases. Dining out, foreign travel, and learning a new sport will all prove more resilient than expected in the face of recession. Closed for comment; 0 Comments.
Price Coherence and Adverse Intermediation
In modern markets, buyers can often buy the same good or service directly from a seller, and through one or more intermediaries, all at the same exact price. Buyers respond by choosing whichever intermediary offers the greatest benefit - perhaps a rebate, some kind of "points," or superior service. Importantly, buyers ignore the fees that intermediaries charge to sellers. The resulting outcomes can be distortionary and welfare-reducing. In particular, as intermediaries compete to attract buyers, they can set benefit levels so high that no net value is created and, sometimes, that buyers and seller would be jointly better off without intermediaries. The study examines six markets in which intermediaries are prominent: travel booking networks, credit and debit cards, insurance brokers and financial advisors, malls and marketplaces (such as Amazon Marketplace), cashback and rebate services, and search engine advertising. In each instance, a law, norm, intermediary policy, or similar rigidity prevents sellers from passing an intermediary's fees to the specific buyers who choose to use that intermediary. Key concepts include: Due to a market failure caused by the structure of the relationship between buyer, seller, and intermediary when buyers face a single price, intermediaries can thrive even when they offer little or no actual value. By offering benefits to buyers, at no direct charge to buyers, intermediaries cause excessive usage of their services: usage which then lets intermediaries extract significant fees from sellers, indeed beyond even the normal monopoly fees. Buyers ultimately pay for intermediaries' services via increased prices charged by sellers. But an individual buyer cannot escape the cost by declining the intermediary's service since he or she will pay the same price anyway. Competition among multiple intermediaries does not necessarily improve welfare. When intermediaries compete by offering larger benefits to buyers, greater competition can actually exacerbate the distortions and make things worse. Closed for comment; 0 Comments.