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| Author: | Moore, W. L. Louviere, J. J. Verma, R. |
| Title: | Using conjoint analysis to help design product platforms |
| Journal: | Journal of Product Innovation Management
1999 : JAN, VOL. 16:1, p. 27-39 |
| Index terms: | PRODUCT DEVELOPMENT NEW PRODUCTS |
| Language: | eng |
| Abstract: | This paper illustrates how to combine different conjoint nalysis studies, each containing a core of common attributes, to help design product platforms that serve as foundation for multiple derivative products. The paper demonstrates that decisions that consider products individually are likely to be suboptimal and be significantly different than those based on product platforms. |
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