Trade-off: why some things catch on, and others don't

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Broadway Books,
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A Fresh and Important New Way to Understand Why We BuyWhy 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.
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Grouped Work ID 07c867d5-c5ed-b0f8-9ef8-eec07bda564d
full_title trade off why some things catch on and others don t
author maney kevin
grouping_category book
lastUpdate 2017-08-14 05:04:55AM

Solr Details

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author Maney, Kevin, 1960-
author-letter Maney, Kevin,
author_additional Kevin Maney.
author_display Maney, Kevin
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callnumber-first H - Social Science
callnumber-subject HC - Economic History and Conditions
callnumber_sort_arlington 338.064 MANEY
collection_arlington Adult Nonfiction
date_added 2011-01-26T05:00:00Z
days_since_added 2434
detailed_location_arlington Central Adult Nonfiction
display_description Kevin Many shows how the tug-of-war between quality and convenience can make or break a product, a brand, or even a company. This book puts a new slant on why we make the choices we make in the marketplace. --back cover.
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local_callnumber_arlington 338.064 MANEY
local_callnumber_exact_arlington 338.064 MANEY
local_callnumber_left_arlington 338.064 MANEY
local_days_since_added_arlington 2434
num_holdings 1
oclc (OCoLC)303043867
owning_library_arlington Arlington Public Library, Aurora Hills, Central, Cherrydale, Columbia Pike, Connection Crystal City, Detention Center, Glencarlyn, Local History, Plaza, Shirlington, Westover
owning_location_arlington Central
physical xv, 217 p. ; 22 cm.
popularity 3
primary_isbn 9780385525947
publishDate 2009
publishDateSort 2009
publisher Broadway Books,
rating 2.5
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record_details ils:.b13267395|Book|Books|1st ed.|English|Broadway Books,|c2009.|xv, 217 p. ; 22 cm.
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subject_facet Technological innovations -- Economic aspects -- History
target_audience Adult
target_audience_full Adult
title Trade-off : why some things catch on, and others don't
title_display Trade-off : why some things catch on, and others don't
title_full Trade-off : why some things catch on, and others don't / Kevin Maney
title_short Trade-off :
title_sort trade-off why some things catch on, and others don't
title_sub why some things catch on, and others don't