Cumulative advantage

  • View
    43

  • Download
    0

Embed Size (px)

Text of Cumulative advantage

  • maruays@hotmail.com14 2560

  • By A.G. Lafley and Roger L. Martin

    Harvard Business Review, January-February 2017

    We look at what really motivates customers to choose one product over another: Its habitnot, as so many assume, allure or loyalty.

  • (cumulative advantage)

    4 :1. 2. 3. 4.

  • :

    :

    :

  • (cumulative advantage)

  • (processing fluency)

  • (where-to-play and how-to-win )

    (a habit rather than a choice)

  • Facebook Facebook

    Myspace

    Facebook Facebook

  • :1. (Become popular early)2. (Design for habit)3. (Innovate inside the brand)4. (Keep communication simple)

  • 1. (Become popular early)

    "

    (ahead of the experience curve)"

    (Early share advantage mattersa lot)

  • Tide P&G

    .. 1946

    P&G Tide

    Tide

  • Android-based

    eBay, Google, Twitter, Instagram, Uber, Airbnb

  • 2. (Design for habit)

    Facebook

    (Checking for updates) Facebook Facebook

  • Tide Doritos

  • Amazon Dash

    Amazon

  • 3. (Innovate inside the brand) (relaunch)

    (repackage) (replatform)

  • Tide

    P&G Liquid Tide .. 1984

    Tide Plus Bleach Tide Coldwater Tide Pods

  • Netflix

    (video streaming service)

  • 4. (Keep communication simple) Daniel Kahneman

    " (thinking fast)" " (thinking slow)"

    ()

  • Samsung Galaxy S5 Samsung Galaxy

    S5

    () () ()

    S5

  • S5

    S5

    iPhone 7

  • (conscious consumer)

    (fast thinkers)

  • (cumulative advantage)

  • Anthony Robbins