The impact of intangible value on the design and marketing of new products and services: An exploratory approach
The impact of intangible value on the design and marketing of new products and services: An exploratory approach
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DOI：
10.1109/picmet.2009.5261890
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发表时间：
2009-09
期刊：
影响因子：
--
通讯作者：
F. Steiner;R. Harmon
中科院分区：
文献类型：
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作者：
F. Steiner;R. Harmon
创新者总是面临着如何识别、测量、设计、生产、沟通和向目标市场提供新产品和服务的无形品质的问题。无形的产品属性可能对新产品或服务的市场成功产生巨大影响，但产品和服务设计过程很少考虑这些属性。客户需要完整的解决方案。仅仅“提供”核心产品或服务是不够的。公司需要提供独特的产品，创造客户价值，并与客户建立长期关系，这些关系往往取决于无形因素。除了有形的产品，服务和无形的产品属性，如知识，情感和客户体验是重要的，也许是主要的元素，在总价值方程。本文将对无形产品和服务价值的文献进行分类综述，确定关键的研究问题，为未来的研究提出无形价值模型，并探讨对新产品开发和营销战略过程的影响。
Innovators are always confronted with the issue of how to identify, measure, design, produce, communicate, and deliver the intangible qualities of their new products and services to their target markets. Intangible product attributes can have a dramatic affect on the market success of a new product or service, but the product and service design process seldom accounts for such attributes. Customers desire complete solutions. It is not sufficient to “just” offer a core product or service. Companies need to deliver products that are unique, create customer value, and build long-term relationships with customers that often depend on intangible factors. In addition to the physical product, services and intangible product attributes such as knowledge, emotion, and the customer experience are important and perhaps primary elements, in the total value equation. This paper will present a taxonomic review of the literature on intangible product and service value, identify key research issues, propose intangible-value models for future research, and explore the impacts on the new product development and marketing strategy processes.