Innovation Basics
Improving an existing product little by little is called what type of innovation?
Incremental innovation
According to Verganti, products have functional value and ________ value.
Meaning / symbolic
AirAsia is an example of what type of disruption?
Low-end disruption
Replacing outdated products is called what type of project?
Revision of existing products
What is the term for a product design that becomes the industry standard for many years?
Dominant design
Starbucks customers are paying for coffee and also for what kind of experience?
Lifestyle / atmosphere / identity
Canva attracted non-designers into graphic design. This is what type of disruption?
New-market disruption
What is the most difficult type of product development project?
New-to-the-world product
Which company disrupted the typewriter market with the Selectric Model?
IBM
What type of innovation changes the meaning of a product rather than only its technology?
Design-driven innovation
What phenomenon happens when products become too complex for average users?
Overshooting
A sneaker company entering the work-shoe market is an example of what strategy?
Repositioning products in new markets
Why do companies in dominant design markets often compete heavily on price?
Because products become too similar
Verganti argues companies should ask: “How can we redefine what this product ________?”
Means to people
Honda SuperCub targeted people who were previously not motorcycle users. What disruption strategy is this?
New-market disruption
Why did the Qube interactive cable TV system fail in the 1970s?
Technology was immature / unproven