Marketing and brand innovation: Apple Inc. case - Assignment Example

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Marketing and brand innovation: Apple Inc. case

This research will begin with the statement that innovation does not only constitute technically invented services and products, but consists of cultural, social and economies aspects as well. Innovation has evolved over age. During earlier days innovation was usually a one way pipeline. However as a result of the new complexities and whole new concept of innovation and creativity, innovation in today’s world is cross disciplinary which means innovation can be both forward and backward. Also, feedback has become an important aspect of the innovation process. In the present case study Apple used CIM or Cyclic Innovation Model for market and product oriented transactions so that the consumers can find the products and services exactly where they want. In the Cyclic Innovation Model, innovation can initiate anywhere. Change is inevitable and everything is constantly changing, backed by innovation. This is the basic principle of Cyclic Innovation Model. It can also be described as a technology-push method. For example, iTunes was invented by Apple Inc. in the year January 2001 and consumers started using this software for storing films and music. There was an opportunity of marketing portable music player which was tapped by Apple Inc. In order to utilize this opportunity Apple Inc. conducted an extensive market research and finally developed the iPod where consumers are able to access music files with the help of internet and even store them. iTunes became an invaluable link between services and products, identifying exactly what customers want. ...
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The aim that this essay has to fulfill is the examination of marketing and brand innovation in regard to Apple Inc. Apple Inc. has seen a spectacular growth in its MP3 segment since 2003. However, fierce competition from all segments in the industry is giving a tough time to the company. …
Author : hstroman

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