Study of an innovation: SMART

Extract

[...] One can say that the innovation of the Smart car can belong to each category. First, the Smart is an innovative product. Indeed it is the first time a car has been created to be customized. There are many accessorizes with this car, customers can have the colours they want for the doors . Smart is also an innovative product because it is a car with only two seats, so it is an urban car. But it requires a driving licence in opposition with small electric cars that can be driven without driving licence. [...]

[...] Study of an innovation: SMART The innovation that I have chosen to study is the car SMART. First, before explaining the reasons for this choice, I would like to delimit the word innovation. Indeed, what is the difference between invention and innovation? One can say that innovation is the successful exploitation of new ideas, but Baumol has a better definition of innovation that is: recognition of opportunities for profitable change and the pursuit of those opportunities all the way through to their adoption in practice”. [...]

[...] In France, an agreement has been found with Avis car renter): for a year, drivers of a Smart can rent a Megane or an Espace (both Renault) for a month. Eventually, Smart is also an innovation in paradigm. Indeed, the executive of Smart have chosen a different way to attract customers. They have not emphasized the technical and convenient qualities of the car; they preferred to appeal the spirit of the car. The creators bet on a concept to attract customers instead of a product, they have launched slogan about customers' personality. [...]