Asst. Professor Minu Kumar awarded Best Paper in Conference
News + Events : Asst. Professor Minu Kumar awarded Best Paper in Conference
Assistant Professor of Marketing Minu Kumar's paper
"Consumer Value of Design and its Measure" won the Best Paper in Conference award at the Annual Summer American Marketing Association (AMA)
conference in Boston, MA, held August 13-16, 2010.
Using grounded theory
methodology, Minu's research shows that product design, traditionally associated
with the emotional responses from consumers, provides a more
diverse set of values to the consumer: (1) Social (2) Altruistic (3)
Functional and (4) Emotional values (SAFE values).
Further, the research proposes
and validates, using data from new product development projects, that the
SAFE values have a hierarchical third order structure. It also advances
our knowledge about the key role played by design and designer in
creating value for the consumer. Designers and marketers can use the
scales developed in this study to assess the effectiveness of their
product development process.
Minu's paper also won best paper in the track
award. The AMA is the premier national organization for marketing
professionals and academics.