Effective design of products/services: An approach based on integration of marketing and operations management decisions

Article Abstract:

This paper presents an integrated framework for the design of products and services that will be profitable based upon difficulty of operation. The paper presents operating difficulty as a function of product and process factors and measures a company's ability to meet consumer demand under specific operating conditions. Using empirical results from the pizza delivery industry, the authors determine that optimum profit, market share, cost and product profiles all rely on the operating difficulty level.

Market Research & Product Development, Statistical Data Included, Methods, Evaluation, Management, Marketing, Cost benefit analysis

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Supplier-switching inertia and competitive asymmetry: a demand-side perspective

Article Abstract:

The usage of discrete choice models for empirical research into strategic decision-making by buyers during supplier selection is described. The development of a framework for this purpose, based on utility assessment and survey research, is discussed.

Canada, Science & research, Research, Decision-making, Decision making, Usage, Behavior, Vendors and purchasers (Law), Econometric models

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Using conjoint analysis to help design product platforms

Article Abstract:

A study was conducted on how the combination of different conjoint analysis studies can help design product platforms that serve as the foundation for multiple derivative products using data from a small electronic test equipment company. Results demonstrated that decisions which consider products individually are likely to be suboptimal and different from those based on product platforms. In addition, the importance of considering both fixed and variable costs when performing conjoint analysis varied in terms of contribution and profit-maximizing goods.

Product Development, Planning, Product management, Industrial design

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