IVEY BUSINESS JOURNAL
Brief summary of main points in reading: Innovation depends on customers learning:
Today companies make new products by just changing the names. Rest everything is same such as technology and the contents. Such new products cannot be called innovative because these soon get forgotten by customers. Customers need to active and aware of the product innovations.

Teaching customers new Behaviours:

There is a rigorous need for Pedagogy i.e the correct use of teaching strategies. This can help in forming and reinforcing new customer behaviours and extinguishing old patterns which are useless. Many big companies such as RIM used this strategy and achieved their goals. Traditional marketing was more focussed on cognitive principles whereby the customer attitudes were formed by perceptions. But now the marketers have no time to inform or remind the customers about their products.

Pedagogy for innovating customers behaviour:

Table 1 shows the various stages involved in teaching customers. There is a proper hierarchy for this. It starts with Emotional, then cognitive and ends at behavioural.
EMOTIONAL: It involves:

* How the customers acquire new ideas? * How customer responds? * Do they value the information they receive? * How they organize and characterize the information? COGNITIVE: * Customers need to know that an innovation had been created * They must be in a position to comprehend the benefits to be had from the innovation * Without knowledge, Customers will not be able to apply and anaylise the innovation. So, awareness is very important. Only then customers can make a reasoned choice. BEHAVIOURAL : Many renowned psychologist, IVAN PAVLOV developed a model whereby dogs were taught to salivate on demand. Such models were used by many marketers , but again the only thing that matters is the Behavioural outcomes of the customers.

Corporate Pedagogy for teaching customers:
Under this, there is an interaction between the company’s own innovation process and objective setting for customer learning capabilities. Diagram 2 represents the two main aspects, which are inter-related in one or the other way.

Conclusion:
To sum up, It can be said that the author. Ian Gordon is trying to telling the marketers that the most critical part of their job is to teach and making aware the customers about the products they wish to sell. He has used a number of terminologies to explain this, such as Pedagogy(the art and science of teaching), 3 Pedagogies i.e Emotional, Cognitive and Behavioural, Learning and unlearning. He has used a special pedagogy to be used in the corporates to teach their customers.

Critical analysis:

Own Ideas: The techniques mentioned by the author are, no doubt very crucial in teaching the customers, but I feel that the marketers are not here to teach the customers. Their duty is to make them aware. In simple words, we cannot change the behavioural pattern of the customer. So Pedagogy cannot always be useful.
Impact on Society: By teaching the public, the society may feel that the ompany is trying to force them to buy their product.
Impact on marketing: Actual marketing will be ignored if we just get involved in the teaching part. Marketing is not about teaching ,it is about the awareness and selling.
Impact on career: If tomorrow I enter into the marketing field, it will be quite hard for me to sell the product by applying various techniques of teaching, rather than marketing.

Areas of agreement:
I do agree with the author’s innovative idea of teaching customers new behaviour. I also agree with various examples quoted by the author and the AIDA model included in the pedagogy for innovating customers behaviour.
Areas of Disagreement:
Main areas of disagreement are: * Pedagogy as a technique for teaching customers. * Behavioural pedagogy * Innovation not always depends on the learning of customers.