BU432 Midterm
BU432 Midterm iPhone 6 Bent Out of Shape
(Marie) Jenna Ducut
110433440
Shirley Lichti
1. Consumers and Companies as the Driving Behaviour
I think both consumers and companies play a role in driving innovation for new products to be released first in the industry. Since technology advancements have been rapidly growing and changing each year, consumers are becoming increasingly exposed to more variety and high customization options. This in turn, shapes our perceptions, attitudes, and behaviours. On the other hand, a company’s goals and overall organizational culture can also influence their behaviours towards driving innovation.
Consumers Perspective From a consumer’s perspective, we are always looking for ways to present ourselves favourably to the public – whether we do it consciously or unconsciously. Some consumers want to be perceived as the “Geeky Gadget”, always on the rise to own the top notch smartphones (need for uniqueness, P. 161). This is also a good example of how this consumer engages in impression management, P. 122, to positively maintain his or her public image. The way a person seeks to pursue their ideal self may play an important role in driving this change. For example, a person who idolizes Steve Job’s innovative and creative character may want to become innovative by associating him/herself with Apple products (ideal self, P. 122). A different example in how an individual’s perception about owning the latest or newest phone is through their extended self. For example, an interesting study conducted by Google indicated how “people are using mobile to change all aspects of their life” (Michael Oliveira, 2013). Furthermore, most smartphone users cherish their phones so much that it becomes their identity (extended self, P. 128).
Company’s Perspective
In contrast, from a company’s perspective, an organization’s culture can shape their approach based on their core values and beliefs. For instance, a company that emphasizes the
(Marie) Jenna Ducut
110433440
Shirley Lichti
1. Consumers and Companies as the Driving Behaviour
I think both consumers and companies play a role in driving innovation for new products to be released first in the industry. Since technology advancements have been rapidly growing and changing each year, consumers are becoming increasingly exposed to more variety and high customization options. This in turn, shapes our perceptions, attitudes, and behaviours. On the other hand, a company’s goals and overall organizational culture can also influence their behaviours towards driving innovation.
Consumers Perspective From a consumer’s perspective, we are always looking for ways to present ourselves favourably to the public – whether we do it consciously or unconsciously. Some consumers want to be perceived as the “Geeky Gadget”, always on the rise to own the top notch smartphones (need for uniqueness, P. 161). This is also a good example of how this consumer engages in impression management, P. 122, to positively maintain his or her public image. The way a person seeks to pursue their ideal self may play an important role in driving this change. For example, a person who idolizes Steve Job’s innovative and creative character may want to become innovative by associating him/herself with Apple products (ideal self, P. 122). A different example in how an individual’s perception about owning the latest or newest phone is through their extended self. For example, an interesting study conducted by Google indicated how “people are using mobile to change all aspects of their life” (Michael Oliveira, 2013). Furthermore, most smartphone users cherish their phones so much that it becomes their identity (extended self, P. 128).
Company’s Perspective
In contrast, from a company’s perspective, an organization’s culture can shape their approach based on their core values and beliefs. For instance, a company that emphasizes the
Bibliography: Boundless. (n.d.). Social Influences on Consumer Purchasing. Retrieved from Social Classes: https://www.boundless.com/marketing/textbooks/boundless-marketing-textbook/consumer-marketing-4/social-influences-on-consumer-purchasing-42/social-classes-215-4849/ Business Wire (2014, July). Research and markets: Americas smartphone market to 2015: Mobile Handset sales by technology and by generation. Retrieved from Business Wire http://search.proquest.com/docview/1547895680?accountid=15090 Michael Oliveira, T. C. (2013, July). Google study: Smartphone ownership way up, Canadians addicted to their phones. Retrieved from CTV News: http://www.ctvnews.ca/sci-tech/google-study-smartphone-ownership-way-up-canadians-addicted-to-their-phones-1.1388185