What Consumers Value: Learning from Ten Years of Smartphones
8 Pages Posted: 22 Oct 2014 Last revised: 24 Oct 2014
Date Written: April 23, 2014
Value is a new and (potentially) better way for Managers to understand innovation. This paper reports the implications for Managers of a value theory of innovation, in a consumer context. Value concepts are introduced, including Value Meanings (what consumers value), Value Practices (how consumers assess value) and overall value (what value endures). Two ways Managers innovate and create value are introduced; Value Management and Value Leadership. These value concepts are examined in the context of three companies who were major players in the Australian smartphone industry over the last ten years; Apple, designer of the iPhone, Telstra, the telco incumbent and Hutchison Whampoa, the innovator who first brought 3G smartphones to Australia.
Keywords: value, innovation, consumer, smartphones, diffusion
JEL Classification: D12, D46, O31, O32
Suggested Citation: Suggested Citation