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Original Essays | September 18, 2014

Lin Enger: IMG Knowing vs. Knowing



On a hot July evening years ago, my Toyota Tercel overheated on a flat stretch of highway north of Cedar Rapids, Iowa. A steam geyser shot up from... Continue »
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Trade-Off: Why Some Things Catch on, and Others Don't

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

 

Synopses & Reviews

Publisher Comments:

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.

Synopsis:

Shares insight into cultural and regional factors that influence why various companies and products are successful or unsuccessful, analyzing the dynamic between quality and cost and how it directly influences consumer decisions as demonstrated by the examples of leading businesses.

About the Author

KEVIN MANEY, the author of Megamedia Shakeout and The Maverick and His Machine, has been a contributing editor to Cond

Product Details

ISBN:
9780307589460
Subtitle:
Why Some Things Catch on, and Others Don't
Publisher:
Broadway Books
Foreword:
Collins, Jim
Author:
Maney, Kevin
Author:
Kevin Maney
Subject:
Business & Economics : General
Subject:
General
Subject:
Technological innovations
Subject:
Strategic planning
Subject:
General Business & Economics
Subject:
business, business plans
Subject:
Business management
Subject:
BUSINESS STRATEGY
Subject:
Science Reference-Technology
Subject:
main_subject
Subject:
all_subjects
Publication Date:
20090915
Binding:
ELECTRONIC
Language:
English
Pages:
217

Related Subjects

Business » Business Plans
Business » Consumer Guides
Business » General
Business » Investing
Business » Quality and Total Quality Management TQM
Reference » Science Reference » Technology

Trade-Off: Why Some Things Catch on, and Others Don't
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Product details 217 pages Crown Publishing Group - English 9780307589460 Reviews:
"Synopsis" by , Shares insight into cultural and regional factors that influence why various companies and products are successful or unsuccessful, analyzing the dynamic between quality and cost and how it directly influences consumer decisions as demonstrated by the examples of leading businesses.
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