||Application of Consumer Codesign on Green Product Innovation -A Case of Green Cell Phone
||Graduate Institute of Management Science
New product development
||Through the use of collaborative codesign—the process of creating products to fit a consumer’s exact personal specifications—firms can establish dialogues with their customers, help them express their needs, and identify specific products that fulfill those needs. In addition to their unique design and added value to consumers, codesigned green products promote environmental protection. This study shows that firms should codesign through green product innovations and that now is the time to do so rather than in the future. Using conjoint analysis, this study estimates the importance customers attach to different features of a green cell phone. The results reveal that consumers rate the modeling of the cell phone as the most important, followed by shell, battery, panel, monitor, lens, and fingerprint. In terms of recyclability/disposal function, panel was rated the highest, followed by battery, model, and fingerprint. Furthermore, consumers who place importance on conservation/reusability consider the shell the best feature, followed by panel and monitor. The results provide insights to product managers and suggest that they should consider using codesign in the design of green products for individual consumers, which in turn should decrease the risk of design failure and promote consumer loyalty toward and satisfaction with the product.
List of Table III
List of Figure IV
Chapter 1 Introduction 1
1.1 Research Background and Motivation 1
1.2 Research Objective 4
Chapter 2 Literature Review 6
2.1 Codesign in New Product Innovation 6
2.2 Green Product Development 11
2.3 Conjoint Analysis 17
Chapter 3 Research Method 22
3.1 Sample Survey 22
3.2 Selecting and Defining Factors and Levels 23
3.3 Design Stimuli 24
3.4 Reliability and Validity 26
Chapter 4 Data of Analysis Results 28
4.1 Descriptive Statistics 28
4.2 Attributes and Evaluation Criterion Fit Analysis 34
4.3 Conjoint Analysis 36
Chapter 5 Discussion 42
5.1 Conclusions 42
5.2 Limitations and Further Research 44
List of Table
Table 1. Attributes and levels for conjoint analysis 24
Table 2. Descriptive statistics 28
Table 3. Gender Chi-square analysis with spending money on cell phone 31
Table 4. Gender Chi-square analysis with age 31
Table 5. Gender cross-table analysis with main resource of cell phones information 32
Table 6. Summary statistics of the cell phone attributes 32
Table 7. Average individual importances 38
Table 8. Uitilities for subject 1 38
Table 9. Estimated attribute-level utility and relative attribute importance for cell phones 40
List of Figure
Figure 1. Study process 5
Figure 2. Example evaluation form describing possible cell phone profiles 26
Figure 3. Perceptual maps of green cell phone attribute sets 36
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