Description
NJOY, Inc., an electronic-cigarettes enterprise based in Phoenix, Arizona, conducted some Experiential Concept Tests (ETCs) on a sample size of 215 panelists. The sample included a mix of gender, age, education and income. It also included a mix of users and non-users of electronic cigarettes. In light of the consumer insights gained from the ETCs, NJOY Inc. wants to leverage the results to resolve three particular issues and pave the company’s way forward: How should NJOY sharpen its differentiation from big tobacco? What further innovations would be necessary in the core product? How should NJOY position its flagship product for long-term success?
Learning Objective
Students should understand the following: ·To analyze the contextual and organizational factors that influence disruptive innovation. ·To explore the game-changing role that an industry pioneer can play. ·To use customer insights to make mid-course corrections.