Skip to content
Description
By: Kevin Maney
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 Starbucks 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 determine 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 replicated in any other way, and because of that, we are willing to suffer inconvenience for the experience. In contrast, a downloaded MP3 of a song is low in fidelity, but consumers buy music online because it’s superconvenient. Products that are at one extreme or the other–those that are high in fidelity or high in convenience–-tend to be successful. The things that fall into the middle-–products or services that have moderate fidelity and convenience-–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.
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 Starbucks 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 determine 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 replicated in any other way, and because of that, we are willing to suffer inconvenience for the experience. In contrast, a downloaded MP3 of a song is low in fidelity, but consumers buy music online because it’s superconvenient. Products that are at one extreme or the other–those that are high in fidelity or high in convenience–-tend to be successful. The things that fall into the middle-–products or services that have moderate fidelity and convenience-–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.
You may also like
熱銷中 Top Trending
Zog and the Flying Doctors (Julia Donaldson)(Axel Scheffler)
Sale priceHK$64.00
Regular priceHK$104.00
In stock
Friends #01 Real Friends (Shannon Hale) (LeUyen Pham)
Sale priceHK$75.00
Regular priceHK$124.00
In stock
Amazing Facts Every 7 Year Old Needs to Know (Catherine Brereton)
Sale priceHK$39.00
Regular priceHK$65.00
In stock
Colour Monster, The: The Feelings Doctor and the Emotions Toolkit (Anna Llenas)
Sale priceHK$65.00
Regular priceHK$104.00
In stock
Press Start! #15 Mega Mole Girl Digs Deep! (Branches)
Sale priceHK$47.00
Regular priceHK$98.00
In stock
Legends of Lotus Island #01 The Guardian Test (Christina Soontornvat)
Sale priceFrom HK$67.00
Regular priceHK$112.00
In stock
Land of Stories, The #6 World Collide (Chris Colfer)
Sale priceHK$75.00
Regular priceHK$100.00
In stock
