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google了一下那篇market rebel，狗主们看看回忆一下？ 谢谢了~！
Activists who challenge the status quo play a critical but often overlooked role in both promoting and impeding radical business innovation. Their importance
stems from the very nature of innovation, which frequently challenges existing
interests, norms, values, social practices, and relationships. As a result, the
joined hands of market rebels—activists and their recruits—have with
surprising frequency exerted significant influence on market acceptance of
breakthrough products and services.
For example, nearly all of the technical aspects associated with personal
computing were available by 1972, but the PC didn’t take off until a few years
later when hobbyists, rebelling against centralized computing, organized
groups such as the Homebrew Computer Club. These clubs were spawning
grounds for actors—such as inventors, founders of companies like Apple, and
developers of programs and games—who collectively established the market
for personal computers and eventually stimulated the entry of larger
companies. Similarly, the hybrid car succeeded partly because market rebels in
the environmental movement paved the way by arousing collective enthusiasm
for “green” causes among consumers and regulators.
By contrast, radical innovations (such as the Segway personal transporter)
have often floundered because their developers overlooked the social and
cultural mobilization needed to excite their targeted consumers. More striking,
the deaf rights movement slowed adoption of the cochlear implant—thought of
by its makers as a cure for deafness because children who used it could more
easily acquire language skills—by painting it as an innovation that presaged the
loss of sign language and the destruction of the deaf community. In France, for
example, a deaf coalition called Sourds en Colère (Deaf Anger) organized
demonstrations against doctors who promoted cochlear implants.
These examples and many others hold valuable lessons for executives pursuing
innovation. The costs to consumers of adopting such innovations are high
because adopters have to topple existing conventions. Stimulating collective
endeavors that initiate social change can be a critical part of reshaping
markets.
。。。
The car, a radical invention that promised to transform the experience of
transportation, was an extremely hot cause. In 1895, when the automobile
industry was just beginning, the gasoline-powered car was poorly understood,
notoriously unreliable, and reviled by vigilante antispeeding organizations.
Colonel Albert Pope, a bicycle manufacturer who went on to make electric cars,
could not fathom why anyone would use gas-powered ones, asserting, “You
can’t get people to sit over an explosion.” And a lawmaker in Massachusetts
suggested that motorists fire Roman candles at approaching horse-drawn
carriages to warn them of the arrival of the car.
Yet as early as 1906, commentator Frank Munsey noted that the “uncertain
period of the automobile is now past. It is no longer a theme for jokers, and
rarely do we hear the derisive expression, ‘Get a horse.’” Henry Ford is widely
regarded as the man who established the automobile industry by automating
production and driving down prices so the car could reach the masses. But it
wasn't until 1913 that Ford installed the moving assembly line in Highland
Park, Michigan, to produce the Model T—long after the car became taken for
granted. What’s more, Ford benefited from laws licensing drivers and
mandating speed limits—and he didn’t lobby or otherwise agitate for those
rules. |
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发表于 2011-10-7 20:25:05
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