A strategic decision making tool for new product and service design
| Autor: | Sabina Potra, Romeo Negrea, Adrian Pugna |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Service (systems architecture)
Scope (project management) Computer science business.industry media_common.quotation_subject Service design 05 social sciences Elasticity (data store) Management Science and Operations Research General Business Management and Accounting Industrial engineering Kano model 0502 economics and business New product development 050211 marketing Customer satisfaction Quality (business) business 050203 business & management media_common |
| Zdroj: | Management Decision. 59:406-425 |
| ISSN: | 0025-1747 |
| Popis: | PurposeThe present study aims to further research the theory of attractive quality for new offers by analyzing the HWWP (Health, Weapon, Wealth, Prospect) model and testing its uniformity. The purpose is to extend and refine the HWWP model based on meridian elasticity curves with the final scope of building a map for better understanding the potential value of the quality attributes in new product or strategic service design.Design/methodology/approachAfter a thorough analysis of the HWWP model for prepurchase value judgment, it has been observed that the classical form often presents a concentration of the quality attributes in its graphic representation, which limits managerial decision making. This paper presents a new methodology for testing the uniformity of the current HWWP model and a generalized approach for understanding the potential lifecycle of the new offer's features.FindingsThe results of the presented case study validate the novel tool’s applicability and can serve as a reference for managers to adequately classify customer requirements as the first step toward strategic design.Originality/valueThe author’s main contributions are: to have analyzed the current HWWP model and observed the limitations of this approach; to have proposed a statistical simple method used to test the uniformity of the HWWP model; to have developed a generalized new HWWP model that adequately explores each feature value and potential lifecycle base on meridian slices and elasticity orbits. |
| Databáze: | OpenAIRE |
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