Case 1

1. Which innovation characteristics should apple leverage to manage resistance to future

generations of apple watch?

As we all know apple is known for its innovation in its products. There are various
innovative strategies which they can use to manage resistance to future generations of
Apple Watch.

 Bringing noticeable difference in their new generation product compared to older

generation. Apple is criticized every year when it comes out with a new product
because they are only few minor changes compared to older generations. It is one of
their major drawback.
 To give more value in terms of money because to capture a developing economy
they should offer value for money because people have less disposable income
compared to developed countries and developing countries have huge potential for
their expansion .
 And they should not be late in adapting to new technology and features they should
offer features in par with their competitors in the market and they should have an
edge over technology and features.

2. What are the various Consumer segments that arise from variations in resistance?

The main factor where the segment arises in resistance is by the level of income of the
consumer. Even the countries can become segments based on their level of economy
and the purchasing power and standard of living of the country.
 In a developing country there is more resistance to change whereas in developed
country there is less resistance comparatively. Because in developing countries
people evaluate the worth and feature of the product and they don’t prefer to
make purchases immediately. They evaluate a lot before making a purchase
decision.
 The people with high level of income are found less resistant to variation
whereas people with low level of income are more resistant to variation
comparatively. The income level creates a lot of segments in the market which
makes it difficult for marketers to access the segments.

Not everyone perceives the product in the same way some might see it is worth buying
some might see it worthless. It all depends on factors like Income, desirability, perception,
willingness, potential etc..,