The Predictive Power of Internet‐Based Product Concept Testing Using Visual Depiction and Animation

Dahan, Ely; Srinivasan, V.

doi:10.1111/1540-5885.1720099

Cited by 91 publications

(59 citation statements)

References 9 publications

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“…Each behavior involves presenting customers with a version of a product or service to determine whether it performs in the expected way and meets target customers' needs (Dolan and Matthews, ). Written, described, or virtual (e.g., computer simulations) descriptions of products or services characterize concept testing (e.g., Dahan and Srinivasan, ). Beta testing involves releasing upcoming products early in prefinished development despite flaws.…”

Section: Mapping the Activities And Behaviors Of Entrepreneurshipmentioning

confidence: 99%

Toward An Integration of the Behavioral and Cognitive Influences on the Entrepreneurship Process

Pryor

Webb

Ireland

et al. 2015

Strategic Entrepreneurship

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Research summary: Entrepreneurs develop innovations, fulfill customer needs, and spur economic growth by recognizing, evaluating, and exploiting opportunities. Despite progress, scholarly understanding of how entrepreneurs achieve these objectives may be incomplete. For instance, little explanation exists for why entrepreneurs may pursue activities seemingly at random, nor is there a clear endpoint to the entrepreneurship process. To address these concerns, we present a framework that integrates sensemaking and structuration perspectives to specify the cognitive and behavioral influences on the entrepreneurship process. Within this framework, entrepreneurs ultimately pursue opportunities through developing and deploying capabilities to create value for customers.Managerial summary: While entrepreneurs' initial insights regarding innovations and customer needs are important, these insights are only the beginning of an interactive, iterative path that ends with the formation of an organization that can reliably produce value for customers. One of entrepreneurs' most important tools along this path is their set of scripts. Scripts help define how entrepreneurs act and interact so they can fully understand market needs and develop the means for solving these needs. In this paper, our objective is to describe how these scripts help entrepreneurs do the hard work of thinking and acting to effectively create new venture capabilities and to explain how entrepreneurs, who may possess similar sets of scripts, may nevertheless conceptualize different opportunities and solutions. Strat. Entrepreneurship J., : 21-42 (2016) 10 1 As process-based perspectives, both sensemaking and structuration discuss individuals' activities. As noted, although both perspectives recognize the importance of cognitive and behavioral activities, sensemaking predominately emphasizes cognitive activities and structuration predominately emphasizes behavioral activities. For the sake of clarity, we discuss sensemaking 'activities' and structuration 'behaviors.'C. Pryor et al.

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Section: Mapping the Activities And Behaviors Of Entrepreneurshipmentioning

confidence: 99%

Toward An Integration of the Behavioral and Cognitive Influences on the Entrepreneurship Process

Pryor

Webb

Ireland

et al. 2015

Strategic Entrepreneurship

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“…Dahan and Hauser (2002) (Luo, Kannan and Ratchford 2007;Srinivasan, Lovejoy and Beach 1997). Dahan and Srinivasan (2000) took this approach even further and reduced its cost by developing a web interface to measure preferences using static or dynamic virtual prototypes.…”

Section: New Forms Of Interactionsmentioning

confidence: 99%

Beyond conjoint analysis: Advances in preference measurement

et al. 2008

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“…One might hypothesize that the deviation from linearity grows with the number of key attributes (dimensions of quality). For the case of bicycle pumps and the previously ascribed four dimensions (excluding price), we are able to do a rough sanity check on our linearity assumptions, using data from Dahan and Srinivasan (2000). In their sampling of 256 customers, they did not offer a choice of "buying nothing," and hence the data are not rich enough to develop full reservation price curves.…”

Section: The Model As An Approximation Of Conjoint Analysismentioning

confidence: 99%

The Impact of an Integrated Marketing and Manufacturing Innovation

Schmidt

Porteus

2000

M&SOM

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Suppose you are a Marketing Manager envisioning a new product, or an Operations Manager contemplating a process improvement, or a CEO who commissioned an integrated new product development team. If our assumptions hold, our model offers you a single numerical measure, called the degree of product/process innovation, to determine your initiative's impact on potential sales, prices, market segments, and profits. Our simple, single-period model is a variation of the existing vertically differentiated products model: There are two competing substitute products, and customers will buy at most one of them. Our contribution is to allow new relationships between the valuations of the two products by potential customers, and to allow differing unit production costs. We identify equilibrium results when two competing firms each offer one product, and find the profit maximizing result when one (monopolistic) firm offers both products. The new product infringes on the market in one of two ways: High-end encroachment results when the new product attracts the best customers (those with the highest reservation prices), while low-end encroachment identifies a situation where the new product attracts fringe (lower-end) customers. Low-end encroachment may help explain why an incumbent sometimes fails to recognize the threat of an entrant's product, as we illustrate with an example from the disk drive industry. In short, we offer insight into the value of both a marketing objective (enhancing the product design attributes) and a manufacturing goal (lowering the production cost) in a product and/or process improvement project.degree of product/process innovation, low-end encroachment, high-end encroachment, reservation price, disruptive technology, operations strategy, vertically differentiated products

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The Predictive Power of Internet‐Based Product Concept Testing Using Visual Depiction and Animation

Cited by 91 publications

References 9 publications

Toward An Integration of the Behavioral and Cognitive Influences on the Entrepreneurship Process

Toward An Integration of the Behavioral and Cognitive Influences on the Entrepreneurship Process

Beyond conjoint analysis: Advances in preference measurement

The Impact of an Integrated Marketing and Manufacturing Innovation

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