Marketing Managemant 4 - Essay Example

Marketing Management January 18, 2009 Effect of the ACCORD model of adoption on the success of the innovative Rose Bushes The ACCORD model of innovation adoption is a strategic collection of a list of criteria that may be considered in order to assess the market opportunity of a newly launched innovative product. Roger’s innovation ACCORD model provides a reliable system that may be universally used for understanding the marketing of innovations (Seidler Bernstein, 2005). It provides a basis to evaluate speed and success of rate of adoption of the innovation by the target market.

The acronym ‘ACCORD’ stands for the following:Relative Advantage to what it replaces Compatibility with current behaviors Complexity of communicating the benefits Observability of the products benefits Risk of product failure Divisibility or trialability The innovative rose bush developed by Angelica Nurseries is a breakthrough in the science of growing this temperamental plant without much care. Using the ACCORD model for strategic marketing of the rose plant is recommended in order to maximize the returns.

The ACCORD model of adoption will support the innovation by providing an in-depth analysis of the various aspects of the new product. Acting like an underlying checklist, the model will highlight the potential benefits and risks associated with the product, thus assisting the acceptance and adoption. Advantage: The innovative rose bushes, which are created to survive without any pruning, spraying or dusting, surely provide a comparative advantage over the natural counterparts which are rather temperamental and need much more care.

The innovation has an edge over the natural plant which needs to be pruned to ensure lush blooms. With the new variety claiming to grow without the usual problems involved with rose bush care, the innovation offers an obvious advantage to the users. Compatible: The new rose plant is extremely compatible with the user’s lifestyle. Unlike the normal rose plant which demands high maintenance, the one developed by Angelica nursery promises prolific flowering with minimum maintenance. The plant is scientifically bred to grow and flower without any specific care requirement so the users can maintain it as per their lifestyle, thus lending a higher level of compatibility to the innovation.

Complexity: The innovation is easy to handle and does not require the user to learn any new methodology. Communicating the benefits of the innovation to the customers is hassle free. The level of complexity involved in handling these innovative rose bushes is much less than that of a natural rose plant which demand special attention. Observable: The growth and flowering of rose bushes are observable even with minimal care. This will cause the early adopters to endorse and recommend the product to the others.

The innovator segment of the market will be pleased with the new rose breed.Risk: The new innovation involves minimal financial or social risk to the user. Unlike the typical rose plant which may die in the absence of particular pruning, spraying or dusting, the pioneering rose bush developed by Angelica Nurseries promises steady growth and flowering even to the novice gardener. Divisible: The innovative product can be easily tried out without much investment. Although, the customer can only experience the features of the innovative rose bush over a period of time, the affordable price of the product increases the trial ability.

The customer can easily buy and use a single bush to experience the benefits of the innovation. The ACCORD model helps the marketer to understand the conditions under which the users start adopting and accepting the innovative rose bushes. The list of factors underlined in the model help to evaluate the rate at which the consumers start to perceive the new product as added value. As suggested by Gordon (1984), the ACCORD model is extremely helpful in providing an assessment of diffusion process associated with the rose bushes.

Assessing the Angelica’s rose bushes on the ACCORD model scale will provide a clear direction to the marketing efforts. Works CitedFoxall, Gordon.R. Corporate Innovation: marketing and strategy. London: Croom Helm, 1984. http://books.google.co.in. Web. January 22, 2010. Seidler Bernstein. Mass Medic Boot Camp for Medtech Entrepreneurs: Market Opportunity Assessment. www.massmedic.com/docs/sbi05.ppt. Web. January 22, 2010.