From mental pictures to mental movies: a new approach to positioning of innovations
International Journal of Innovation Science
ISSN: 1757-2223
Article publication date: 3 August 2023
Issue publication date: 22 November 2024
Abstract
Purpose
As innovations introduce novel benefits to customers, they would need to be positioned in a way that sets them apart in the market. The purpose of this paper is to propose a novel approach for the positioning of innovations with the use of the customer imagination and, specifically, mental movies.
Design/methodology/approach
Using the schema approach as this study’s theoretical framework, the author proposes that innovations could be positioned using moving pictures (i.e. mental movies) instead of mental pictures (the approach traditionally taken).
Findings
A new conceptual framework for the positioning of innovations using mental movies is presented. In the framework, this study outlines how innovations can be positioned with the use of mental movies, and why such an approach would be beneficial. The framework outlines mixed reality, i.e. augmented reality, augmented virtuality and virtuality, as well as the metaverse and gaming as avenues for positioning innovations using mental movies. On the benefit side, the framework identifies successful market introductions, engagement and stickiness, memorability and positive emotions, uniqueness and differentiation and market share as the concrete benefits that can be achieved with this type of positioning.
Originality/value
The framework provides a novel approach for the positioning of innovations. It departs from existing literature by proposing that innovations can be positioned using mental movies. The framework also identifies why this approach would be beneficial for marketers and managers and provides concrete guidelines for how such a positioning can be achieved in the market.
Keywords
Citation
Sääksjärvi, M. (2024), "From mental pictures to mental movies: a new approach to positioning of innovations", International Journal of Innovation Science, Vol. 16 No. 6, pp. 1012-1027. https://doi.org/10.1108/IJIS-03-2023-0061
Publisher
:Emerald Publishing Limited
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