Innovation in Product Form and Function: “How investmentsshould be directed?”

摘要

Overall, the purpose of this study is to examine the most important design factors that affect the market share trendsof mobile phone companies, in order to understand consumer behavior in their perceived value towards function andform features of a product. Study uses product characteristics for 1,028 mobile phones released between 2003 and2008 as a case study. The multiple linear regression analysis is used to select highly correlated variables thatinfluence the market share, and Mallow's Cp method is used to determine the best-fitting model. The PartialRegression Coefficients are used to evaluate the relative importance of design criteria. The nine mobile phonedesign features that affect the market share were identified, and the block form style is determined as the mostimportant design factor. Using these approaches, this study demonstrates how investments should be directed infuture mobile phone designs.