Consumer Behavior: Building Marketing Strategy 13th Edition by Delbert Hawkins, David Mothersbaugh

Exercise 175

The Angry Birds game is a type of innovation.
a. Identify whether it is a continuous, dynamically continuous, or discontinuous innovation.
b. Conduct an innovation analysis of Angry Birds using Table 7-2 as the basis (for the purposes of analysis, focus on consumers who already use mobile apps).