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To defeat feature fatigue the right way, understand it first

Mohammad Rahman (Assistant Professor, School of Business, North South University, Banani, Bangladesh)
M. Manzur Rahman (Head of Strategy and Planning (Marketing Division), Grameen Phone Ltd, Dhaka, Bangladesh)

Strategic Direction

ISSN: 0258-0543

Article publication date: 17 April 2009

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Abstract

Purpose

The purpose of this paper is to examine feature fatigue with products and how to deal with it.

Design/methodology/approach

The paper looks at feature fatigue and how products perform on the market. It then suggests the right and wrong ways of defeating fatigue.

Findings

The paper reveals the problem of too many features in a product leading to fatigue. However, it suggests that, with increasingly demanding consumers and ever‐shortening product life cycles, firms should attempt to defeat feature fatigue not by reducing features, but by improving product designs that reduce the fatigue. Otherwise their products can disappoint consumers and perform poorly on the market, opening an opportunity for competitors.

Originality/value

This paper presents useful information on ways to deal with customer fatigue with product features.

Keywords

Citation

Rahman, M. and Manzur Rahman, M. (2009), "To defeat feature fatigue the right way, understand it first", Strategic Direction, Vol. 25 No. 6, pp. 26-28. https://doi.org/10.1108/02580540910952190

Publisher

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Emerald Group Publishing Limited

Copyright © 2009, Emerald Group Publishing Limited

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