g20 hbr eager seller & stony buyer
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Restoring American Competitiveness
Gourville, John T.. Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Eager Sellers & Stony Buyers
G20 경제아카데미 2기2011년 3월3일
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잠깐~!!
온전한 이해를 위해 원문을 읽어보시기를 권합니다.http://tinyurl.com/2fvszh2 또는 구글학술 검색
또한 최인철교수의“프레임”도 같이 병행하시면 좋습니다. 특히 제 6장: 변화프레임(경제적 선택을 좌우하는 힘)은 직접적으로 관련있는 내용입니다.
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주요경력
現 ㈜휴넷 이사(2000년~)
- 사회행복실 실장겸직(사회공헌 담당)(2011년~)
- 교수위원 및 성공스쿨 마스터 코치(2010년~)
- 휴넷 기업교육사업총괄(2003년~2009년)
- 휴넷 마케팅팀장(2000년~2003년)
前 아시아나항공(1996년~2000년)
- 교육팀/김포국제공항 총괄팀
- 금호그룹 북한 Project 아시아나항공 대표
발레공연:이대 조기숙교수[백조의 호수] 발레 (2009)
문화예술평론가, 무용평론으로 2010년 등단
주요학력
경영학 박사 과정 중 (as of 2010 )
헬싱키경제경영 대학원 (MBA, 디자인 경영 전공)
서울대 사범대학 독일어 교육학과
정 창 권
www.facebook.com/Chang21c
chung.changkwon@gmail.com
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Updated, 2010/09
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John Gourville is the Albert J. Weatherhead, Jr. Professor of Business Administration at the Harvard Business School. He joined the HBS Marketing Unit in 1995 after receiving his Ph.D. at the University of Chicago in marketing and behavioral research•John's research focuses on consumer decision making, especially in the areas of pricing and the adoption of innovations.•Contact: (617) 495-6133 jgourville@hbs.edu
Source: Harvard Business School, http://bit.ly/agcdYd
He is the coauthor, with Dilip Soman, of “pricing and the Psychology of consumption” (HBR Sep. 2002)
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
The Curse of Innovation
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Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
혁신적인 신상품의 운명
- Online grocery business, more than $1 billion investment-9Jul 2001, $830 million lost,,,, bankruptcy -In June 2008, CNET hailed Webvan as one of the greatest dotcom disasters in history. http://bit.ly/2Gqzdp
-Segway, 1999년 발명,-출시 후 엄청난 호평에도 불구하고 18개월 동안 6,000대 판매(예상판매 대수는 50,000대~100,000대) -2010년 9월 29일 조선일보 기사 http://bit.ly/bIdSqn
-TiVo’s digital video recorder(DVR), 1999년 출시- 전문가들의 호평에도 불구하고 2005년 $600 million 영업손실- 위키피디아 http://bit.ly/3yO5FU
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신상품/사업에 대한 일반적 운명
미국 packaged goods
-신상품 매년 30,000개
-1년 안에 70~90% 사라짐
새로 부상한 혁신적 선발주자
-47%가 실패
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
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신상품/사업에 대한 일반적 운명
기업은 비이성적으로 그들의 혁신을 과대평가하고
소비자들은 비이성적으로 현재의 상품을 과대평가한다.
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Executives, who irrationally overvalue their innovations, must predict the buying behavior of consumers, who irrationally overvalue existing alternatives.
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이익과 손실의 심리학
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Relative Advantage- Everett Rogers, 1962
-Objectively superior to incumbent products
-Sufficient incentive to purchase them
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이익과 손실의 심리학
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Amos Tversky Daniel Kahneman
Nobel Prize in economics, 2002
lGains & Losses
lStatus quo bias
lThe endowment effect
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Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
lGain & Losses
Loss Aversion-loss impact > gain impact
이익과 손실의 심리학
-카네만교수의 연구에 의하면
손실의 영향력 = 이득의 영향력 X 2.5
- [프레임] p167, 최인철(2007)
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이익과 손실의 심리학
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
lThe endowment effect (소유효과)
lStatus quo bias (현상유지에 대한 집착)
-일단 무엇이든 내 소유가 되고 나면 그 물건은 나에겐 현재 상태가 되기 때문에 그것의 심리적 가치는 상승한다.
-우리가 무언가를 유지하고자 할 때 그 결정은 객관적으로최선의 것이어서가 아니라 단순히 ‘현재 상태’였기 때문이다.
- [프레임] p174, 최인철(2007)
- [프레임] p177, 최인철(2007)
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이익과 손실의 심리학
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Innovations Trade-offs
Innovation Gains Losses
Electrics cars Clean environment Easy refueling
Digital video recorders Easy recording Ability to play rented movies
DVD rentals by mail Broad selection Spontaneity
E-books Easy portability Durability
Online grocery shopping Home delivery Ability to select freshest product
Satellite radio Broad selection Free music
Segway scooter Mobility Health benefits of walking
Wind turbines Nonpollutingenergy
Unobstructed views
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Building a Behavioral Framework
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
THE 9x EFFECT
CONSUMERS ARE
USUALLY
COMPANIES ARE
USUALLY
-skeptical about a new,
product’s performance
-unable to see the need for it,
-satisfied with the existing
product, and
-quick to see what they
already own as the status quo.
-Convinced the innovation
works,
-Likely to see a need for the
product,
-dissatisfied with the existing
product, and
-Set on viewing the
innovation as the benchmark.
3 X 3
9X
●●
Consumers overweight the
incumbent product’s benefits
by a factor of three
Companies overweight the
new product’s benefits by a
factor of three
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Balancing Product and Behavior Change
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
EASYSELLS
SMASHHITS
SURE FAILURES
LONGHAULS
CAPTURING VALUE FROM INNOVATIONS
LOW
LOW HIGH
HIGH
Degree of product change involved
Degree ofbehavior changerequired
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실행전략1: Accepting Resistance
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Be patient.
Strive for 10x improvement.
Eliminate the old.
Vs.
80m. as of 2005 4m. as of 2005
Vs.
angioplasties Bypass surgery
Vs.
Vs.
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실행전략2: Minimizing Resistance
Gourville, John T.. Eager Sellers & Stony Buyers Harvard Business Review, Jun2006, Vol. 84 Issue 6, p98-106
Make behaviorally compatible products.
Seek out the unendowed.
Internal –combustion of Prius
Find believers.
Reykjavik, Iceland
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