Trade-Off: Why Some Things Catch On, and Others Don't

Couverture
Crown Publishing Group, 15 sept. 2009 - 240 pages
2 Avis
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.


From the Hardcover edition.
 

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LibraryThing Review

Avis d'utilisateur  - tkadlec - LibraryThing

Maney does a good job of supporting the concept in this book - to be successful in business you need to decide whether you are high fidelity or high convenience, and you cannot be both. It certainly ... Consulter l'avis complet

Table des matières

Introduction 1
3
Chapter One The Fidelity Swap
13
Chapter Two Fidelity Versus Convenience
26
Chapter Three The TradeOf the Belly and the Mirage
43
PART TWO WINNERS AND LOSERS
65
Chapter Seven The Worst Place to Be
100
Chapter Eleven Opportunity
176
Chapter Twelve Strategy
189
Chapter Twelve Point Five Personal Strategy
199
INDEX
209
Droits d'auteur

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À propos de l'auteur (2009)

KEVIN MANEY, the author of Megamedia Shakeout and The Maverick and His Machine, has been a contributing editor to Condé Nast Portfolio and a contributor to The Atlantic, Wired, NPR, and ABC News NOW. He covered the technology industry for USA Today for almost two decades. He lives outside of Washington, D.C.

Visit the author at his website, www.kevinmaney.com.


From the Hardcover edition.

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