The consumer or customer innovator quickly appreciates the value of the innovation. The motivation of two to four percent of the market can be, in the case of the consumer market, status, a need to be first or other social drives. For the industrial customer there is often a visionary element at work since this plays needs to have the best in productive. There is nominal direct competitive, hence the new venture can change a higher prices. The caution is that the price difference not be so large that the customer will find the redundant product or a substitute along with its disadvantages more appealing. It is interesting to note that Canadians are not as quick to adopt innovative products as are Americans. For example, while there has been much introduction of computer-based technology into the country, Canada ranks ninth out of ten industrialized economies, including Japan, the U.S. and Europe.
FIGURE 11.7 Innovation and life Cycle