Path 5: Appeal

Look across functional or emotional appeal to buyers

Other Information:

Competition in an industry tends to converge not only on an accepted notion of the scope of its products and services but also on one of two possible bases of appeal. Some industries compete principally on price and function largely on calculations of utility; their appeal is rational. Other industries compete largely on feelings; their appeal is emotional. Yet the appeal of most products or services is rarely intrinsically one or the other... When companies are willing to challenge the functional-emotional orientation of their industry, they often find new market space.

Stakeholder(s):

• •  (Performer)

Indicator(s):

Indicator:1

Content