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MGMT 550 : Innovation Management Preparatory Assignment Case Study 2
1. As Steve Ballmer, you are faced with managing consumer perceptions of Windows 7 in the wake of the public relations failure of Vista. In devising the advertising campaign, what would the ad message focus on during the launch of Windows 7? Consider the following questions as you formulate an answer. Should special consideration be given to restoring negative perceptions of the Microsoft brand? Should marketing focus on the features and qualities of Windows 7, or address its improvements over Vista and it's superiority to a Mac OS in the advertising campaign? Should Microsoft highlight Windows 7's new features or its usability?
2. In terms of pricing, should Microsoft vary the price for those upgrading their current operating system from XP or Vista versus those purchasing the operating system on a brand new computer?
1. As it is described in the case, Microsoft was facing major difficulties in the wake of the launch of Windows 7. The main problem was that the previous Operating System, Windows Vista, was a commercial and critical failure, causing Microsoft to constantly losing Market shares.
Microsoft had to understand what made Vista such a failure in order to recover from the previous debacle.
One of the main mistakes made by Microsoft was thinking that innovation (numerous new features such as highly-hyped Aero) brought by the new system would easily outweigh the potential losses XP system. Only, Microsoft did not foresee that losses have a far greater impact on people than gain when it comes to products. Behavioral economist Richard Thaler, called this the “endowment effect”. Indeed, people consider the products they own as essential and will underestimate the replacing products offered no matter how much innovation they bring. This is what happened with Windows Vista. A sum of factors

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