The total product design concept and an application to the auto market

Srinivasan, R; Lilien, GL; Rangaswamy, A; Pingitore, GM; Seldin, D

The total product design concept and an application to the auto market

Srinivasan, R Lilien, GL

Rangaswamy, A Pingitore, GM Seldin, D

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Publication Type:: Journal Article
Citation:: Journal of Product Innovation Management, 2012, 29 pp. 3 - 20
Issue Date:: 2012-01-01

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Field	Value	Language
dc.contributor.author	Srinivasan, R	en_US
dc.contributor.author	Lilien, GL https://orcid.org/0000-0001-7314-1128	en_US
dc.contributor.author	Rangaswamy, A	en_US
dc.contributor.author	Pingitore, GM	en_US
dc.contributor.author	Seldin, D	en_US
dc.date.issued	2012-01-01	en_US
dc.identifier.citation	Journal of Product Innovation Management, 2012, 29 pp. 3 - 20	en_US
dc.identifier.issn	0737-6782	en_US
dc.identifier.uri	http://hdl.handle.net/10453/115263
dc.description.abstract	© 2012 Product Development & Management Association. As traditional sources of competitive advantage shrink, firms seek new ones. One such source of competitive advantage is product design because of its effects on customer experience. To understand the role and impact of product design on customer experience, we propose an integrated, customer-based framework for product design that we call the total product design concept (TPDC). We define a product's TPDC as consisting of three elements, namely functionality, aesthetics, and meaning, each of which arises from more elemental product characteristics. We elaborate on the structure of a product's TPDC, its three elements, and the links between those elements and customers' experience with a product. We provide an illustrative application of the TPDC using data from the U.S. auto market. The findings from that application support the proposed three-dimensional view of the TPDC, and demonstrate heterogeneity both in the TPDC's structure and its effects on customer satisfaction. For all three segments, functionality enhances customer satisfaction. For the largest segment of customers, functionality is the most important factor, followed by aesthetics. For the other two segments, customer satisfaction is most influenced by the meaning element of TPDC. We discuss the implications of these findings for the auto industry in particular, and the potential use of the TPDC more generally.	en_US
dc.relation.ispartof	Journal of Product Innovation Management	en_US
dc.relation.isbasedon	10.1111/j.1540-5885.2012.00958.x	en_US
dc.subject.classification	Business & Management	en_US
dc.title	The total product design concept and an application to the auto market	en_US
dc.type	Journal Article
utslib.citation.volume	29	en_US
utslib.for	1503 Business and Management	en_US
utslib.for	1505 Marketing	en_US
utslib.for	09 Engineering	en_US
utslib.for	12 Built Environment and Design	en_US
utslib.for	15 Commerce, Management, Tourism and Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	closed_access
pubs.publication-status	Published	en_US
pubs.volume	29	en_US

Abstract:

© 2012 Product Development & Management Association. As traditional sources of competitive advantage shrink, firms seek new ones. One such source of competitive advantage is product design because of its effects on customer experience. To understand the role and impact of product design on customer experience, we propose an integrated, customer-based framework for product design that we call the total product design concept (TPDC). We define a product's TPDC as consisting of three elements, namely functionality, aesthetics, and meaning, each of which arises from more elemental product characteristics. We elaborate on the structure of a product's TPDC, its three elements, and the links between those elements and customers' experience with a product. We provide an illustrative application of the TPDC using data from the U.S. auto market. The findings from that application support the proposed three-dimensional view of the TPDC, and demonstrate heterogeneity both in the TPDC's structure and its effects on customer satisfaction. For all three segments, functionality enhances customer satisfaction. For the largest segment of customers, functionality is the most important factor, followed by aesthetics. For the other two segments, customer satisfaction is most influenced by the meaning element of TPDC. We discuss the implications of these findings for the auto industry in particular, and the potential use of the TPDC more generally.

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http://hdl.handle.net/10453/115263