What is it about?

Effort of consumers plays a significant role in decisions of what products/services to purchase. Reducing this effort, will entice customers to purchase products/services of the company doing so which can effectively transform markets.

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Why is it important?

With constant technological advances, goals of customers tend to be forgotten which results in innovation failures. Consumer goals should be the primary concern, followed by reduction of effort when achieving those goals. This will ensure success of the company/innovation.


This paper goes back to the core of value creation within markets which tends to be forgotten by companies that simply seek to innovate for the sake of innovation. Ultimately, companies need consumers, and thus we must think about creating value for them.

Gediminas Lipnickas
University of Adelaide

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This page is a summary of: How much is enough? The role of effort in market shaping, Journal of Business and Industrial Marketing, June 2020, Emerald, DOI: 10.1108/jbim-03-2019-0132.
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