Relative novelty means that innovation has been applied to other objects or one of
the elements of the product system has been updated in the process of ongoing
modernization. This group can be represented by previously considered examples: the
use of robots in providing services to hotel guests, electronic keys MobileKey, etc.
Figure 6. Classification of innovations by the level of perception
Conditional novelty arises due to an unusual combination of previously known
elements. An example of such an innovation may be the introduction of the Apple
Watch app. The novelty has the form of TripAdvisor Apple Watch, which is available
in the App Store. The new version of the app is available for TripAdvisor reviews,
ratings and photos of hotels, restaurants, memos, and more on TripAdvisor [22]. Users
are well-known for working with computer programs that offer similar service options.
Recently, a significant number of such applications have appeared on mobile phones.
Novelty is one of the variants of the combination of known elements.
Subjective novelty of innovation is manifested for certain consumers who were
previously familiar with this product. An example of such innovation in the hotel sector
is the implementation of Pay-Touch technology (Hotel Ushuaia Ibiza Beach, Spain).
The technology of «electronic bracelets» RFID [20] has proven itself well and has
gained particular popularity in nightclubs. However, its essential disadvantage is the
use of bracelets themselves – the need to constantly wear them on hand. Therefore, the
management of the brand Ushuaia decided to improve technology and implement
automatic registration using fingerprints. As a result, users are familiar with the product
itself, but it has acquired a subjective novelty for them in implementing a new way of
cheking in.
Depending on the nature of innovations, scientists determine the type of
mechanism for their implementation as single and diffuse ones. Single units are
implemented by one consumer, and diffuse ones are on several objects. The
introduction of the novelties implies the ultimate result of providing the appropriate
effect. Modern innovation considers the possibility of providing them in several
directions. Depending on the purpose, innovation is aimed to increase the efficiency of
production, improve working conditions, improve its productivity, competitiveness,
etc. Such a grouping provides an opportunity to characterize the innovation needed in
identifying the strategic, tactical or operational objectives of the innovation strategy.
Absolute novelty
Relative novelty
Conditional novelty
Subjective novelty
ІNNOVATIONS
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