Compare continuous, dynamically continuous, and discontinuous innovations. Provide the marketing strategy and an example of each.

With a continuous innovation, no new learning by consumers is required. The marketing emphasis, therefore, is on generating awareness for new attributes or features, such as those incorporated in Colgate Total Advanced Gum Defense Toothpaste. Dynamically continuous innovations require only minor changes in behavior. Marketing activities focus on stressing product benefits, advantages and proper use. Proctor & Gamble's Swiffer WetJet is a successful example of an all-in-one mopping solution. A discontinuous innovation requires consumers to establish entirely new consumption patterns to use the product. Marketing these new products often requires a significant amount of time educating consumers on how to use the product, such as a wireless router that may result in Best Buy's Geek Squad to help consumers. See Figure 10-2.