Perspectives from Strategy, Product, Process and Human Resources Research
Edited by Vida Škudienė, Jason Li-Ying and Fabian Bernhard
Chapter 5: Product design innovation and functional innovation effects on consumers adoption of soft furniture
Recent decades have changed the business environment substantially due to the progress of globalization and competition, which have affected and changed the basis for companies’ success. To be more precise, product innovation is often a main factor driving company performance. However, a product innovation may become a failure due to a poor understanding of market, consumers and their expectations. As a result, for being successful, it is crucial to know the extent to which consumers perceive the company and its products as being innovative and how this impacts consumer adoption. Exploration of these aspects allows investigation of overall design effect (form and function) of a product and its perception more deeply, rather than a single aspect of a design. The chapter explores the effect of design innovation and functional innovation on consumers’ purchase intention and willingness to pay for soft furniture products.
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