Assistant Professor of Marketing Minu Kumar published article in Best Innovation journal
News + Events : Assistant Professor of Marketing Minu Kumar published article in Best Innovation journal
A new study co-authored by Assistant Professor of Marketing Minu Kumar in the Journal of Product Innovation Management explains why consumers value product design and how designers and product developers can use design levers to affect consumers' perception of value.
Product design is a critical, yet often poorly understood area for most marketers. In the past, the domain of design has been loosely categorized as “form and function” issues. However, this article shows that product design deals with a much richer range of issues, many of which have not been considered in the marketing literature before.
The article uses grounded theory development and draws from a rich and eclectic source of qualitative information to propose a framework for the creation of design-based value in consumer products.
Full citation: Noble Charles H. and Minu Kumar (2010) "Exploring the Appeal of Product Design: A Grounded, Value-based Model of Key Design Elements and Relationships," Journal of Product Innovation Management. 27:640–657.