The influence of product features on brand switching: the case of magnetic resonance imaging equipment

Abstract

PurposeThis paper seeks to provide evidence that the long‐term success of capital‐intensive technology products requires continuous integration of innovations in the form of new features and capabilities that meet broad user preferences.Design/methodology/approachMagnetic resonance imaging (MRI) research centers, which represent lead users in this industry, are used as a case study. An online survey was developed to identify and rank the main factors behind brand switching, then secondary sources are used to confirm the research results.FindingsA multi‐faceted approach to data collection is used to show that product innovations in the form of specific features are the main motive for switching to a new technology, consistent with the expectation that lead users seek technologies that maintain leading‐edge positions.Research limitations/implicationsThere are limitations to generalizing from this case study to other industries. The findings can be generalized to industries with similar characteristics, such as aircraft and heavy machinery manufacturing. In practice, managers should find a reliable strategy to assess factors underpinning brand switching that is unique to their industry. Determining the main factors behind switching is a critical matter when defining the appropriate strategy to keep their market share from eroding.Originality/valueThe literature reports considerable research that investigates brand switching. However, most of it focuses on highly competitive markets for consumer goods. This paper addresses a paucity of knowledge about what influences lead users of capital‐intensive products to switch between brands.