4.4: Adoption
Address the hurdles to adoption. Other Information:
Adoption hurdles include, for example, potential resistance to the idea by retailers or partners... The need to assess the
buyer utility of [an] offering may seem self-evident. Yet many companies fail to deliver exceptional value because they are
obsessed by the novelty of their product or service, especially if new technology plays a part in it.
Stakeholder(s):
- Company Stakeholders: Almost by definition, [a blue ocean strategy] threatens the status quo, an for that reason it may provoke fear and resistance
among a company's three main stakeholders: its employees, its business partners, and the general public. Before plowing forward
and investing in the new idea, the company must first overcome such fears by educating the fearful... In educating these three
groups of stakeholders ... the key challenge is to engage in an open discussion about why the adoption of the new idea is
necessary... explain its merits, set clear expectations for its ramifications, and describe how the company will address them.
Stakeholders need to know that their voices have been heard and that there will be no surprises.
- Employees: Before companies go public with an idea, they should make a concerted effort to communicate to employees that they are aware
of the threats posed by execution of the idea. Companies should work with employees to find ways of defusing the threats so
that everyone in the company wins, despite shifts in people's roles, responsibilities, and rewards.
- Production (Performer, Beneficiary)
- Partners: Potentially even more damaging than employee disaffection is the resistance of partners who fear that their revenue streams
or market positions are threatened by a new business idea.
- Partnership (Performer, Beneficiary)
- The General Public: Opposition to a new business idea can also spread to the general public, especially if the idea is very new and innovative,
threatening established social or political norms.
- Buying (Performer, Beneficiary)
Indicator(s):
|
