Final Customer Purchasing from the Product Producer

Use Steps: Use steps include all the customer's value added activities or the consumption of the product itself. These steps include all the costs the customer incurs in employing the product in its intended use.

C.
Experience: Enhance the experience the customer has with the product

2. Associate the company or the product with an image to increase customer pleasure in using the product

B. Project an image of the or capabilities of the firm

Innovation leader

No.	SIC	Year	Note
1	3000	1987	Designers at Rubbermaid continually tweak products to provide incremental sales. Revising the plastic composition and design of ice cube trays, for instance, made ice easier to remove. Garbage container sales up 20% when slate blue model was added.
2	3571	1992	Sun's identity as workstation leader firmly planted in minds of computer buyers.
3	3571	2001	Nintendo executives say they focus on great games rather than the technical capabilities of the hardware. "In the end, it always comes down to the games. We tend to have more unique and exclusive games."
4	3571	2001	Apple Computers' insistence upon secrecy to inspire intrigue in its products can hinder advertising tactics and alienate buyers.
5	3571	1990	Apple relied for years on an "image" marketing campaign instead of making direct comparisons with rival machines.
6	3571	2004	Innovation is making a comeback in server land. There's still a need for engineering ingenuity to accomplish complex jobs. Low priced merchandise can break down so buying more sophisticated technology that costs more can end up paying off in the end. This has paid off for IBM, which spends more than $1 billion on server research and development each year, and is thriving in most segments of the market. It boosted its share of the midtier Unix market by four points in 2003, to 26.4%, largely because of a cutting-edge server. More surprisingly, IBM is growing faster than Dell in key segments of the low-end server market.
7	3751	1993	The Stumpjumper FS is probably one of the smoothest off-the-shelf (no wait to receive) mountain bikes around. Its oil-and-air suspension system can be adjusted for different riding conditions.
8	3844	1997	ADAC leads the industry in new product introductions, having developed ten new nuclear scanning systems since the introduction of its single-head Genesys system in 1988.
9	3861	1990	Fuji has had an aggressiveness in getting fresh ideas and products to market first, since the 1970s. This year it has a new slide film that gives supersaturated colors for the professional market. Velvia can be processed within hours.
10	3999	1997	Until early 1990s, Century sold its car seats as functional items. Then it introduced a wide variety of brightly colored fabrics & designed a new seat that would move in a crash to absorb energy & protect the child sitting in it.
11	4833	1992	HBO is producing socially conscious programs, made-for-TV movies with Hollywood-level stars, comedies with jokes that could never be told on the networks, and programs on politically charged subjects.
12	5812	2003	Panera Bread is a bakery café chain that offers freshly made sandwiches with seasonal ingredients. Panera customers line up to spend around $6 for a chicken panini and share a meal with friends in pleasant and comfortable surroundings.
13	7384	2000	Yahoo selected Shutterfly to provide digital photo print services for its photo storage site, YahooPhotos, because Shutterfly had excellent quality and because they had the expertise to remain competitive.

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