Apple Watch: Managing Innovation Resistance
商品編號：9B18A005
出版日期：2018/01/24
再版日期：2020/11/13
商品來源：
商品主題：Entrepreneurship; International Business; Marketing
商品類型：Case (Pub Mat)
涵蓋議題：innovation resistance
難易度：4 - Undergraduate/MBA
內容長度：8 頁
地域：Australia
產業：Retail Trade;
事件年度：2016
Having affirmed its place in the computer, phone, and music markets, Apple Inc. (Apple) decided to embark on a brand extension strategy, shifting its focus to wearable technologies. With this shift in mind, Apple launched the Apple Watch in April 2015 as an attempt to enter different industries. Apple Watch integrated fitness and health features with Apple’s mobile operating system (iOS) and other Apple products and services. Because Apple owned the necessary hardware, software, and services that were augmented through its ecosystem, the watch was virtually inimitable. The innovation thus appeared poised to be a true game changer.However, in mid-2016, Apple’s chief executive officer, acknowledged that Apple Watch had not created quite the market impact Apple had expected. Apple management had limited options. Should Apple reconfigure the marketing mix to realign Apple’s marketing strategy to reduce resistance to Apple Watch?
教學手冊：8B18A005;
補充材料：