Strategic Product Design for Retail Channel Acceptance Under Uncertainty and Competition

不确定性和竞争下零售渠道接受度的战略产品设计

• 批准号: 0654042
• 负责人: Shapour Azarm
• 金额: $ 32万
• 依托单位: University of Maryland, College Park
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2007
• 资助国家: 美国
• 起止时间: 2007-05-01 至 2011-04-30
• 项目状态: 已结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=0654042&HistoricalAwards=false
• 关键词: Strategic; Product; Design; Retail; Channel

The objective of the research is to develop a strategic product design approach that results in new products that have high probability of success in the market. The approach will model retailer acceptance of possible engineering designs and account for the important effect of uncertainty on the profitability of retailers by estimating demand from conjoint surveys from ultimate consumers. The proposed research will focus on linking engineering design decisions with the observed multi-tier channel structure that exists in modern retail markets, where increasingly large and dominant retailers can have a significant impact on the types of products that reach the consumer. Specifically, the issues of retailer preference, customer preference for particular retailers and products, and the strategic responses of retailers under different channel structures (e.g., one dominant retailer versus two dominant retailers in the market) will be accounted for in the designs of competing manufacturers under conditions of uncertainty. Ultimately, the proposed approach will serve to integrate strategy, marketing and engineering design to maximize the profit of a focal manufacturer while taking into consideration the dynamic nature of competition.Results from this research will have important implications for US manufacturers in creating successful design innovations and maintaining/sustaining competitive advantage in products as well as in services by accounting for the retail structures that characterize global markets. The research will lead to development of curricular content for undergraduate and graduate students that combines engineering and marketing in the context of new product design. Specific contributions will be made to education in the areas of engineering design methodology, engineering decision making, multidisciplinary product development, service design and marketing.

研究的目的是开发一种战略性的产品设计方法，使新产品在市场上获得成功的可能性很高。该方法将模拟零售商接受可能的工程设计，并考虑到不确定性对零售商的盈利能力的重要影响，通过估计需求，从最终消费者的联合调查。拟议的研究将侧重于将工程设计决策与现代零售市场中存在的多层渠道结构联系起来，在现代零售市场中，越来越大和占主导地位的零售商可以对到达消费者的产品类型产生重大影响。具体来说，零售商偏好、顾客对特定零售商和产品的偏好以及零售商在不同渠道结构下的战略反应（例如，一个占主导地位的零售商对市场上的两个占主导地位的零售商）将在不确定条件下的竞争制造商的设计中被考虑。最终，拟议的方法将有助于整合战略，市场营销和工程设计，以最大限度地提高利润的焦点制造商，同时考虑到竞争的动态性质。从这项研究的结果将有重要的影响，美国制造商在创造成功的设计创新和维持/通过考虑全球市场特有的零售结构，保持产品和服务的竞争优势。这项研究将导致本科生和研究生的课程内容的发展，结合工程和市场营销的背景下，新产品设计。具体的贡献将在工程设计方法，工程决策，多学科产品开发，服务设计和营销领域的教育。