Perspective: A Review of Marketing Research on Product Design with Directions for Future Research

The authors provide synthesized summaries of research on product design conducted over the 20‐year period from 1995 to 2014, as well as suggestions for future research. Building on the conceptual model of product design proposed by Luchs and Swan, the current project describes research findings based on a review of 252 articles drawn from eight of the academic journals most influential to marketing thought, and identified by their inclusion of the terms “product design” or “industrial design” within their abstracts, subject terms, and/or author supplied keywords. Specifically, the authors provide integrated summaries of 25 product design subtopics organized within Luchs and Swan's original 11 product design research topic categories, which, in turn, address the following three general product design research categories: context and strategy, product design process, and product design consequences. These summaries are followed by suggested future research opportunities to address gaps in the literature. In addition to seeking inspiration for future research based on a review of extant research, the authors illustrate an approach for exploring research opportunities based on current and emerging industry trends, such as sustainability, the sharing economy, and the emergence of consumer‐oriented health and performance management products. For each identified industry trend, the authors provide illustrative design implications with consequent illustrative research opportunities. This balanced approach to identifying near‐term research opportunities based on extant research and based on industry trends, i.e., looking forward and externally, may in turn improve the potential impact of future research on both knowledge development and on industry practice.     

多中心跨境合作视角下粤港澳湾区研究综述

2008年底国家出台的《珠江三角洲地区改革发展规划纲要》明确提出支持共同规划实施环珠江口地区的‘湾区’重点行动计划,对珠江口或粤港澳湾区的开发上升为国家战略。在此前后,相关学者从不同角度出发对粤港澳湾区的跨境合作与共同管理进行了大量的理论探讨。本文以多中心跨境合作为视角,从湾区与湾区经济的概念、粤港澳湾区经济发展模式、政府间关系以及跨境治理等层面对有关理论文献进行初步梳理,并提出未来研究的若干可能方向。     

A Study of the Attitude toward Convergent Products: A Focus on the Consumer Perception of Functionalities

The convergent product is an increasingly important phenomenon in the marketplace. The convergent product allows the developer to include more and more diverse functionalities into their products, which can satisfy a broad range of consumer needs. However, failures of convergent products arouse the need to understand its functionalities, and the optimal combination of functionalities and their relationships to attitude and purchase intention. In addition, because convergent product has the potential to offer more diverse functionality, we consider if this will have impacts on instrumental and emotional needs fulfillment and attitude and purchase intention. Additionally, consumer innovativeness was examined to ascertain if there were differences among consumers on their classification of the functionalities, or if it will moderate functional diversity, needs fulfillment, and product attitude. Using the Kano model, this study examined the nature of these relationships by examining the functionalities of a smartphone. Overall, our results show that the convergent products that include functionalities from two of the three categories of the Kano model, must‐have and attractive, were rated more positively. Consumer innovativeness differences were found. Consumers with high innovativeness considered must‐have and one‐dimensional functionalities the most important, and consumers with low innovativeness considered all three important, although one‐dimensional functionalities were considered significantly less important. Although increasing functional diversity positively raises product attitude and purchase intention, it tends to raise emotional needs fulfillment only once instrumental needs have been met, especially for respondents showing low innovativeness. The findings should arouse interest about factors that should not be overlooked when developing new convergent products.