From a consumer's viewpoint, what kind of innovation would an improved electric blanket be?
A. Innovation
B. Continuous innovation
C. Dynamically continuous innovation
D. Discontinuous innovation
E. None of the above
Answer: (C) An improved electric blanket would be considered a dynamically continuous innovation. Radically new behavior is not required by the consumer to use an electric blanket, although a slight change in behavior is required. An innovation would simply be a new product or concept on the market, so (A) is incorrect. With continuous innovation, no new behaviors are required so (B) would not be the best choice. Discontinuous innovation involves making the consumer establish entirely new consumption patterns. A significant amount of time must be spent by the seller educating the consumer, so (D) is not correct. Since there is a correct answer, (E) is incorrect.