Relative Advantage

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Relative advantage suggests that consumers must perceive the additional value of an innovation before they will continue adopting it. Therefore, the marketer must consider how to communicate the advantage so that it is perceived by potential customers. Marketers can enhance the consumer’s understanding of relative advantage in an innovation and create a solution to the barrier. In the table below, develop at least one solution per barrier. One potential solution for “Perceived high switching costs” had been provided as an example.