Session 3 of the Technology & Innovation Management Course. Content: types of markets, oligopoly, Kano model, Tinder

1. Technology & Innovation
Management Course
-
Session 3

2. 1. Kano Model

3. Markets

4. Markets
Perfect Competition:
no barriers to entry, an unlimited number of producers and consumers, and a perfectly elastic
demand curve. Only theoretical.

5. Markets

6. Markets
Monopoly:
only one provider of a product or service.

7. Markets

8. Markets
Oligopsony:
many sellers and just a few buyers.

9. Markets

10. Markets
Monopsony:
market with only one buyer.

11. Markets

12. Markets
Oligopoly:
small number of firms control the majority of the market share.

13. Markets

14. Characteristics of oligopoly

15. Characteristics of oligopoly
Profit maximization conditions

16. Characteristics of oligopoly
Profit maximization conditions
Ability to set price

17. Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers

18. Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies

19. Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies
Homogenous offering

20. Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies
Homogenous offering
Non-price competition

21. Characteristics of oligopoly
Profit maximization conditions
Ability to set price
High entry barriers
Low number of companies
Homogenous offering
Non-price competition
Interdependence

22. Theory of product development and
customer satisfaction developed in the
‘80s by Professor Noriaki Kano
addressing commoditization of features
over time by classifying customer
preferences into five categories.
Kano model

23. Categories of customer
preferences

24. Must-be Quality
attributes that taken for granted when fulfilled but result in dissatisfaction when not fulfilled.
Since customers expect these attributes and view them as basic, it is unlikely that they are
going to tell the company about them when asked about quality attributes.
Categories of customer
preferences

25. Categories of customer
preferences

26. Categories of customer
preferences
One-dimensional Quality
attributes that result in satisfaction when fulfilled and dissatisfaction when not fulfilled. These
are attributes that are spoken of and ones which companies compete for.

27. Categories of customer
preferences

28. Categories of customer
preferences
Attractive Quality
provide satisfaction when achieved fully, but do not cause dissatisfaction when not fulfilled.
These are attributes that are not normally expected.

29. Categories of customer
preferences

30. Categories of customer
preferences
Indifferent Quality
attributes that refer to aspects that are neither good nor bad, and they do not result in either
customer satisfaction or customer dissatisfaction.

31. Categories of customer
preferences

32. Categories of customer
preferences
Reverse Quality
attributes that refer to a high degree of achievement resulting in dissatisfaction and to the
fact that not all customers are alike.

33. Categories of customer
preferences

36. no complex user profile
(hobby, food, music, sign, hight etc.)

38. no profile view notification

40. no media upload feature

42. HOW DID THEY PULL IT OFF?

44. focus on value proposition

46. focus on jtbd

48. Hope you
have NO
questions!

50. email:
me@danto.ma
Twitter:
@toma_dan