FIGURE 10-5
-When Heinz changed its ketchup bottle (see Figure 10-5 above), in terms of its effect on consumption, what degree of learning was required by the consumer?
A)continuous innovation
B)discontinuous innovation
C)dynamically continuous innovation
D)spontaneous innovation
E)simultaneous innovation

Question

FIGURE 10-5 
-When Heinz changed its ketchup bottle (see Figure 10-5 above), in terms of its effect on consumption, what degree of learning was required by the consumer?
A)continuous innovation 
B)discontinuous innovation 
C)dynamically continuous innovation 
D)spontaneous innovation 
E)simultaneous innovation

Quizplus · Accepted Answer

The change in Heinz's ketchup bottle can be classified as a dynamically continuous innovation. This type of innovation requires some degree of learning and behavior change for consumers, but not a complete overhaul of habits or routines. Consumers may need to slightly adjust their pouring or storage methods, but it is not a completely new product or way of using the product.

FIGURE 10-5 -When Heinz Changed Its Ketchup Bottle (See Figure 10-5 Above)