From mental pictures to mental movies: a new approach to positioning of innovations

IF 3 Q2 BUSINESS
M. Sääksjärvi
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引用次数: 0

Abstract

Purpose As innovations introduce novel benefits to customers, they would need to be positioned in a way that sets them apart in the market. The purpose of this paper is to propose a novel approach for the positioning of innovations with the use of the customer imagination and, specifically, mental movies. Design/methodology/approach Using the schema approach as this study’s theoretical framework, the author proposes that innovations could be positioned using moving pictures (i.e. mental movies) instead of mental pictures (the approach traditionally taken). Findings A new conceptual framework for the positioning of innovations using mental movies is presented. In the framework, this study outlines how innovations can be positioned with the use of mental movies, and why such an approach would be beneficial. The framework outlines mixed reality, i.e. augmented reality, augmented virtuality and virtuality, as well as the metaverse and gaming as avenues for positioning innovations using mental movies. On the benefit side, the framework identifies successful market introductions, engagement and stickiness, memorability and positive emotions, uniqueness and differentiation and market share as the concrete benefits that can be achieved with this type of positioning. Originality/value The framework provides a novel approach for the positioning of innovations. It departs from existing literature by proposing that innovations can be positioned using mental movies. The framework also identifies why this approach would be beneficial for marketers and managers and provides concrete guidelines for how such a positioning can be achieved in the market.
从心理图片到心理电影:创新定位的新方法
目的随着创新为客户带来新的好处,他们需要以一种在市场上脱颖而出的方式进行定位。本文的目的是利用客户的想象力,特别是心理电影,提出一种新颖的创新定位方法。设计/方法论/方法以图式方法作为本研究的理论框架,作者提出可以使用运动画面(即心理电影)而不是心理画面(传统方法)来定位创新。在这个框架中,这项研究概述了如何通过使用心理电影来定位创新,以及为什么这种方法是有益的。该框架概述了混合现实,即增强现实、增强虚拟和虚拟,以及元宇宙和游戏,作为使用心理电影定位创新的途径。在利益方面,该框架将成功的市场介绍、参与度和粘性、难忘性和积极情绪、独特性和差异化以及市场份额确定为这种定位可以实现的具体利益。独创性/价值该框架为创新定位提供了一种新颖的方法。它与现有文献不同,提出可以使用心理电影来定位创新。该框架还确定了为什么这种方法对营销人员和管理人员有利,并为如何在市场中实现这种定位提供了具体的指导方针。
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来源期刊
CiteScore
6.30
自引率
10.30%
发文量
32
期刊介绍: The International Journal of Innovation Science publishes fundamental and applied research in innovation practices. As the official journal of the International Association of Innovation Professionals (IAOIP), the journal is a forum for the exchange of advanced knowledge in innovation, including emerging technologies and best practices, tools and techniques, metrics, and organization design and culture; as well as the stakeholder engagement, change management, and leadership skills required to ensure innovation succeeds. Areas of Coverage: -Innovation processes, methods, techniques- Individual''s role in Innovation- Improvements in HR, marketing, finance, or other disciplines that enable innovation- Innovation practices in specific industries or countries- Innovation centers, incubators, labs...- Regional or national economic development/policies related to innovation- Innovation competency, skills- Innovation conventions, competitions, or training- Innovation for entrepreneurs-Regional impacts on innovation- Growing innovationthrough university programs- Attracting innovative companies and entrepreneurs
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