presentation of the product (pocket edition), a new combination of aesthetic and
functional qualities, a new way of selling (telemarket).
For the hotel industry, the example of pseudo-innovations is the introduction of
services «sweet butler» (Fig. 2), «butler smells», etc. Modern five star hotels offer
wider and more varied additional services. At the Viceroy Riviera Maya, guests are
offered not only bathtubs but also «sweet butler» [7]. It helps to choose unusual new
varieties of soap and cuts them to the guests for the demand.
Rosewood Hotels & Resorts chain offers an exclusive service with the original
name «Fragrance Butler» («butter smells»). At any time, guests can choose from
luxurious perfume fragrances such as Chanel No. 5, Daisy Marc Jacobs, Tom Ford for
Men, Bulgari Pour Homme, etc. [8].
Pseudo-innovations sometimes include retrovestiation. Under the influence of
certain factors, the stages of society’s development, science or technology they become
relevant (for example, the use of wind power, etc.). An example of such retrovidence
in the hotel industry can be considered as an update of design elements. This approach
is implemented at Pelirocco Hotel (Brighton) [9]. It offers the Do Knit Disturb room,
in which all elements of the interior (curtains, napkins, pillowcases, floor lamps) are
tied manually.
Figure 2. Classification of innovations by innovation potential
Modern scholars are considering the possibility of grouping innovations by
innovative potential – the degree of depth of change in the area of their creation and
use (Fig. 6). This is quite close to the classification approach considered above.
Nowadays, in the academic and scientific literature it is possible to find their parallel
use.
Radical innovations are based on discoveries, they tend to create new industries
of production and consumption, new markets, the formation of new relationships in
various spheres of human activity, etc
.
Scientists emphasize that long-term competitive
advantages can be achieved through radical (revolutionary, basic) innovations even
within extremely high risk. However, according to practices, the rejection of
innovations has even higher risks than their use. An example of radical innovation is
nanotechnology, molecular cooking etc. In the field of business tourism, the new
service «Google Glass» – the additional spatial reality glasses developed on the basis
of the Android operating system is being actively introduced.
INNOVATIONS
Radical
Ordinary
Upgrading
(Modifiying)
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