Trade-off: why some things catch on, and others don't
Shares insight into factors that influence why various companies and products are successful or unsuccessful, analyzing the dynamic between quality and cost and how it influences consumer decisions as demonstrated by the examples of leading businesses.
Saved in:
| Main Author: | |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
New York
Broadway Books
2009
|
| Edition: | 1. ed. |
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Summary: | Shares insight into factors that influence why various companies and products are successful or unsuccessful, analyzing the dynamic between quality and cost and how it influences consumer decisions as demonstrated by the examples of leading businesses. |
| Physical Description: | XV, 217 S. |
| ISBN: | 9780385525947 |
Staff View
MARC
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(CANADA:
$27.95)
A Fresh and Important New Way
to Understand Why We Buy
Why did the RAZR ultimately ruin Motorola?
Why does Wal-Mart dominate rural and suburban
areas but falter in large cities? Why did Star¬
bucks stumble just when it seemed unstoppable?
The answer lies in the ever-present tension
between fidelity (the quality of a consumer s
experience) and convenience (the ease of getting
and paying for a product). In Trade-Off, Kevin
Maney shows how these conflicting forces deter¬
mine the success, or failure, of new products and
services in the marketplace. He shows that almost
every decision we make as consumers involves a
trade-off between fidelity and convenience
—
between the products we love and the products we
need. Rock stars sell out concerts because the
experience is high in fidelity
—
it can t be repli¬
cated in any other way, and because of that, we
are willing to suffer inconvenience for the experi¬
ence. In contrast, a downloaded MP3 of a song is
low in fidelity, but consumers buy music online
because it s super-convenient. Products that are at
one extreme or the other
—
those that are high in
fidelity or high in convenience
—
tend to be success¬
ful. The things that fall into the middle
—
products
or services that have moderate fidelity and conve¬
nience
—
fail to win an enthusiastic audience.
Using examples from Amazon and Disney to People
Express and the invention of the ATM, Maney
demonstrates that the most successful companies
skew their offerings to either one extreme or
the other
—
fidelity or convenience
—
in shaping
products and building brands.
KEVIN MANEY, the author of
Megamedia
Shakeoiü
and The Maverick and His Machine, has
been a contributing editor to
Conde
Nast
Portfolio
and a contributor to The Adantic, Wired, NPR, and
ABC News NOW. He covered the technology in¬
dustry for USA Today for almost two decades. He
lives outside of Washington, D.C.
Visit the author at his website,
www.kevinmaney.com.
ALSO AVAILABLE AS AN
EBOOK
Jacket design: JAMIE
ΚΕΕΝΛΝ
Jacket photographs: GETTY IMAGES
Author photograph: KRISTIN YOUNG
Broadway Books
Ne« York
9Л»
wvrw.crownpublishing.cotn
www.broadwaybusineesbooks.com
Printed in the U.S.A.
CONTENTS
ACKNOWLEDGMENTS IX
FOREWORD XI
Introduction
ι
PART ONE
/
THE FIDELITY SWAP
Prologue
7
Chapter One The Fidelity Swap
y
Chapter Two Fidelity Versus Convenience
26
Chapter Three The Trade-Off, the Belly, and the Mirage
43
Chapter Four When Andy Grove Meets Trip Hawkins
55
PART TWO
/
WINNERS AND LOSERS
Chapter Five Super-Fidelity
67
Chapter Six Super-Convenience
83
Chapter Seven The Worst Place to Be
100
Chapter Eight The Worst Thing to Try
121
PART THREE
/
THE TRADE-OFF IN PRACTICE
Chapter Nine Innovation
141
Chapter Ten Disasters
156
Chapter Eleven Opportunity ij6
Chapter Twelve Strategy
18g
Chapter Twelve Point Five Personal Strategy
ідд
NOTES
20)
INDEX
209
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| era | Geschichte gnd |
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| spelling | Maney, Kevin Verfasser aut Trade-off why some things catch on, and others don't Kevin Maney 1. ed. New York Broadway Books 2009 XV, 217 S. txt rdacontent n rdamedia nc rdacarrier Shares insight into factors that influence why various companies and products are successful or unsuccessful, analyzing the dynamic between quality and cost and how it influences consumer decisions as demonstrated by the examples of leading businesses. Geschichte gnd rswk-swf Geschichte Technological innovations Economic aspects History Technische Innovation (DE-588)4431027-4 gnd rswk-swf Technische Innovation (DE-588)4431027-4 s Geschichte z DE-604 Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018770247&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Bayreuth application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=018770247&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Maney, Kevin Trade-off why some things catch on, and others don't Geschichte Technological innovations Economic aspects History Technische Innovation (DE-588)4431027-4 gnd |
| subject_GND | (DE-588)4431027-4 |
| title | Trade-off why some things catch on, and others don't |
| title_auth | Trade-off why some things catch on, and others don't |
| title_exact_search | Trade-off why some things catch on, and others don't |
| title_full | Trade-off why some things catch on, and others don't Kevin Maney |
| title_fullStr | Trade-off why some things catch on, and others don't Kevin Maney |
| title_full_unstemmed | Trade-off why some things catch on, and others don't Kevin Maney |
| title_short | Trade-off |
| title_sort | trade off why some things catch on and others don t |
| title_sub | why some things catch on, and others don't |
| topic | Geschichte Technological innovations Economic aspects History Technische Innovation (DE-588)4431027-4 gnd |
| topic_facet | Geschichte Technological innovations Economic aspects History Technische Innovation |
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