Hybrid products and goal oriented categories: The GPS camera case

Marco Montanaro

Student thesis: Master thesis

Abstract

The last years have been characterized by a strong shift in the different creative processes adopted by firms to propose new products on the market. The latest technological convergence phenomenon, that has particularly characterized the electronics market, has brought incremental features and adds-on to be between the most utilized techniques; however, they not always have proved to be the most appropriate. The paper that follows, aims at investigating this trend through the study of the evolution of the GPS camera phone. An analysis of the firms‘ behaviors and strategic choices will be conducted according to cognitive psychology frameworks, and the results of the study will be presented. In addition, theoretical contributions and managerial implications that could serve as basis for offering firms useful insights will be proposed. Research Questions: What has been the latest trend in the camera and in the cell phone market? What creative processes have characterized the firms‘ behaviors? What‘s the relation between the technological convergence phenomenon and firms‘ creative processes? What are the managerial implications for firms that are providers of content like programs, music or drama?

EducationsCand.merc.smc Strategic Market Creation, (Graduate Programme) Final Thesis
LanguageEnglish
Publication date2009
Number of pages78