Maney explains how every decision that we make as consumers is a trade off between the products that we love and the products that we need. He asserts that there is a constant tension between the quality of a consumer's experience--fidelity--and the ease of getting and paying for a product--convenience. He asserts that products that are at one extreme or the other--either high in fidelity or high in convenience--catch on, while products or services that have a middle level of both are not adopted as enthusiastically by consumers. He uses examples from a wide variety of industries to demonstrate how the most successful companies skew their products or services to one extreme or the other.
This book can be found in HECSA Library:
Trade-Off: Why Some Things Catch On and Others Don't
HC 79 .T4 M3474 2009