Appetizer or main course: Early market vs. majority market go-to-market strategies for radical innovations
Appetizer or main course: Early market vs. majority market go-to-market strategies for radical innovations
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开胃菜还是主菜：早期市场与大多数市场的激进创新进入市场策略
DOI：
10.1111/jpim.12379
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发表时间：
2018
影响因子：
10.5
通讯作者：
E. Hultink
中科院分区：
文献类型：
--
作者：
Monika C. Schuhmacher;Sabine Kuester;E. Hultink
文献中存在着不同的观点，关于采用市场策略的目标群体：早期市场消费者还是大多数市场的消费者。特别是当激进的创新推出时，对市场的方法成为寻求收回在这些创新努力中的重大投资的公司的关键成功因素。四项实验研究调查了是否以及如何针对不同的消费者群体区分市场进入战略的设计，这些战略表现为由品牌名称、发布价格、消息内容和分销强度组成的营销组合元素捆绑在一起。利用消费者创新力的概念，本研究区分了创新型消费者的早期市场和创新能力较低的消费者所组成的大多数市场。应用一个信号框架，结果表明，早期市场可以用信号独家创新的进入市场策略来瞄准，而大多数市场应该用信号安全策略来接近。此外，在使用特定营销组合要素的信号载体层面，该研究论证了在信息内容、分发强度和发布价格方面根据消费者的创新能力调整进入市场战略以进行根本性创新的相关性。研究结果还表明，增量创新一般不需要调整这两种信号及其信号载体以适应目标消费市场。作者讨论了他们的研究对未来研究的影响，并为经理们提供了在瞄准早期市场而不是大多数市场的消费者时，激进创新的进入市场战略的食谱。
Different views exist in the literature regarding which adopter group to target with a go-to-market strategy: early market consumers or consumers in the majority market. Particularly when radical innovations are launched, the approach to the market becomes a critical success factor for firms seeking to recoup their significant investments in these innovation endeavors. Four experimental studies investigate whether and how to differentiate the design of go-to-market strategies, represented as bundles of marketing mix elements consisting of brand name, launch price, message content, and distribution intensity, for different consumer groups. Using the concept of consumer innovativeness, this study distinguishes between the early market of innovative consumers and the majority market populated by consumers low in innovativeness. Applying a signaling framework, the results indicate that the early market can be targeted with a go-to-market strategy signaling exclusive innovativeness; the majority market should be approached with a strategy signaling security. Further, at a signal vehicle level using specific marketing mix elements, the study demonstrates the relevance of adapting the go-to-market strategy for a radical innovation with regard to message content, distribution intensity, and launch price in line with consumer innovativeness. The results also indicate that the adaptation of the two signals and their signal vehicles to the targeted consumer markets is generally not necessary for incremental innovations. The authors discuss the implications of their study for future research and provide managers with recipes of go-to-market strategies for radical innovations when targeting consumers in the early versus majority market.
影响因子：
7.2
作者：
Bornemann, Torsten;Homburg, Christian
通讯作者：
Homburg, Christian