haku: @indexterm VALUATION / yhteensä: 677
viite: 200 / 677
| Tekijä: | Kim, K. Chhajed, D. |
| Otsikko: | An experimental investigation of valuation change due to commonality in vertical product line extension |
| Lehti: | Journal of Product Innovation Management
2001 : JUL, VOL. 18:4, p. 219-230 |
| Asiasana: | VALUATION PRODUCT DEVELOPMENT PRODUCT DIFFERENTIATION CONSUMERS |
| Kieli: | eng |
| Tiivistelmä: | The authors consider vertical product line extensions to lower- and higher-end products, and study the effects of identical feature levels on consumers' evaluation of original products. Using a between-subject experimental design, the authors examine the effect of commonality using the bicycle as the example product. This experiment is then extended to eight different services and manufactured products. Results show that in many cases identical feature levels increase the perceived similarity between original and extension products. This influences the valuation of original products: valuation of the original low-end product increases while valuation of the original high-end product decreases. This study suggests the importance of accounting for the demand-side effect of commonality in product design decisions. |
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