2006 Inaugural Mays Marketing Research Camp Report

Innovation and New Product Management

Thursday, April 27 2006

Mays Business School
Texas A&M University

Raji Srinivasan, University of Texas, Austin
Gary L.Lilien, Pennsylvania State University
Arvind Rangaswamy, Pennsylvania State University

The objective of this research is to integrate product design into the product concept from a product management perspective. Specifically, this study proposes a revised product concept incorporating a product design perspective- the total product design concept (TPDC). The key product design elements proposed in this framework are product functionality, product aesthetics and product meaning.

The summary of Q&A for this paper is as follows:

Q. It is important to specify from whose perspective are these product design elements proposed? The manufacturer or the user?

A. The proposed framework is from the manufacturer’s point of view.

Q. Clarification is needed on which aspect of Levitt’s conceptualization your framework modifies?

Q. The examples of products presented appear to be high-priced items? Does the framework focus on high-priced products?

Q. Proposition 1 and Proposition 2 are statements not researchable propositions.

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