Character-marked Furniture: Perceptions, Critical Issues, and Barriers to Acceptance Among

264 Pages·1998·0.79 MB·English

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Matthew S. Bumgardner
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August 5, 1998
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academic endeavors.
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ECAFERP
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ELBAT FOSTNETNOC
TCARTSBA ................................ ................................ ................................ ........ ii
STNEMEGDELWONKCA ................................ ................................ ................. vi
ECAFERP ................................ ................................ ................................ ............ v
TSS EIFLLOBAT ................................ ................................ .............................. ix
TSIL FOSERUGIF ................................ ................................ .......................... vix
RETPAHC 1 -NOITCUDORTNI ................................ ................................ ........ 1
PROBLEM STATEMENT AND JUSTIFICATION................................ ........ 1
OBJECTIVES................................ ................................ ................................ .... 3
A NOTE ON METHODOLOGY................................ ................................ ...... 4
TOPICAL ORGANIZATION................................ ................................ ........... 5
LITERATURE CITED................................ ................................ ...................... 7
DEKRA MR-ER TEE PTC 2AC NSHAFARCROT E APOI–HETRCCRCAAB
DELROUHTE ISGNU:NROSOUHRMFE AREUGTRCAALFUNAM
A TCUDO RTPNEMPOELVEIVTECDEPSREP ................................ ............... 8
ABSTRACT................................ ................................ ................................ ........ 8
INTRODUCTION................................ ................................ .............................. 8
PREVIOUS WORK................................ ................................ ......................... 11
The Product Development Process................................ ....................... 11
Product Development in the Furniture Industry................................ 17
sgn ietee tept Meig tmn.Smi1 ontCnc auldPorP ........................... 17
sehc teer ka pSps eer.tre2SPng iseD ................................ ............ 19
sgn ilwaacriDn a ehprc ea estp.MrSe3ernP giseD ........................ 20
noitcurt s enpp oey .Cttp4So utr- ookrcPoM ................................ 20
w eei evpteet Rtig.Smn5mi ontCnc auldPorP ............................. 2 1
sw eptie evt.keS6rRa m-erP ................................ ........................ 21
pet S.7 y al p fsto icwDu etdtNeoakrrPaM ................................ .. 22
p e n t.osS 8irfteoad urlOavE After Market ................................ . 23
noit c pu.ed 9tol SrlPuF ................................ ............................... 24
Purpose of the Present Research................................ .......................... 24
METHODS................................ ................................ ................................ ....... 25
Qualitative Research................................ ................................ ............ 25
Data Collection................................ ................................ ..................... 25
Data Analysis................................ ................................ ........................ 2 8
RESULTS................................ ................................ ................................ ......... 30
A Descriptive Model of the Product Development Process................. 30
Details of the Product Development Process................................ ....... 32
sde erno/f sewege ianntt oiS.in1t uaftcorio fpiptonedI
product ................................ ................................ ........................ 32
Details about activities occurring at Stage 1.................... 32
Details about character-mark usage at Stage 1................ 33
s atec duni do fwoieo ertg.npaa2rt eSneG ................................ ... 34
iv
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sr enne gvoiitsged ................................ ................................ .. 36
seitivi trcea n eg.gi4 asteSD ................................ ........................ 38
we i tvec e gu .rladw5atoeiSr ntpinI ................................ ............ 41
ytivi trceang ie .sge6e ardtoSM ................................ .................. 44
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sgniwe aeyrtbdtimmoc ................................ .......................... 45
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sremo tyseukc ................................ ................................ ........ 45
sgenuisrsuitcafuna me/gna ot.iS8tcu rp tus-nkoccoM ................. 46
w eti cve uetwdra eoienrdg pea.mt9 rSde ntoncieS ...................... 47
Sub-stage9a. Internald er ewt tecwniueevdnceo(rrp
sp u) d-srn keoudcloooprommawas ................................ ....... 47
evirt earm touensg ena ssot.eecsblr-9apbseu/rS srelaeD
euqis tpfiuor-ckcom ................................ .............................. 49
sr edne ghyi cbsst eee ep dckggu.esnao0iitr1pnSg iameR ........... 51
ega t.S11 )ltaenk ir twFawcemeun-idevorerPrp( ....................... 52
egat S.21 erap errotPfekraM ................................ ...................... 54
Stage 13. Market ................................ ................................ ........ 55
d eslrleidfro/de reu gt.ac4ta 1Sftuc nuadmorP ............................. 57
A Quantitative Measure of Stage Activities................................ ......... 59
CONCLUSION................................ ................................ ................................ 65
Model Validation................................ ................................ .................. 65
Character-marks and the Product Development Process................... 66
Functional Area Involvement with Character-marks......................... 68
Summary and Recommendations................................ ........................ 68
Study Limitations................................ ................................ ................. 73
LITERATURE CITED................................ ................................ .................... 75
CHAPTER 3 - EKGRAASMU-RE TS CE LAUOARSTCASIHITCIRC
SRE RGUN TOEC MLA A A PFESFEMUGDOSANROASAAOCMLG ......... 79
ABSTRACT................................ ................................ ................................ ...... 79
INTRODUCTION................................ ................................ ............................ 79
PREVIOUS WORK AND PROPOSITIONS................................ .................. 81
Product Development................................ ................................ ........... 81
srengiseD ................................ ................................ .................... 81
e ettn te eimthmpcTmouoldCeovrePD ................................ ......... 83
Manufacturing................................ ................................ . 84
Marketing................................ ................................ ........ 85
yg entgairsteSD ................................ ................................ ........... 85
Marketing/Selling................................ ................................ ................. 87
tcu dnogriPseD dna eh ttcutdpoercPnoC ................................ ..... 87
sr en lohiitatitcweaRretnI ................................ ............................ 89
METHODS................................ ................................ ................................ ....... 91
Qualitative Research................................ ................................ ............ 91
iiv
Data Collection................................ ................................ ..................... 92
Data Analysis................................ ................................ ........................ 95
RESULTS................................ ................................ ................................ ......... 96
Character-mark Usage Categorization Scheme................................ .. 96
Category I - "Focused Users"................................ .............................. 97
ynapAmoC ................................ ................................ ................. 98
Basis for Membership in the "Focused Users"
Category................................ ................................ .... 98
Synopsis of Design Management Characteristics............. 99
- tcudotrnPempoleveD ................................ ........ 99
gnilleS/gni t-ekraM ................................ ............ 100
Summary for Company A................................ ............... 100
ynBapmoC ................................ ................................ ............... 102
ynCapmoC ................................ ................................ ............... 106
ynDapmoC ................................ ................................ ............... 111
Category II - "Common Users"................................ ......................... 118
ynapEmoC ................................ ................................ ............... 119
ynapmFoC ................................ ................................ ............... 122
ynGapmoC ................................ ................................ ............... 126
ynHapmoC ................................ ................................ ............... 128
Category III - "Conditional Users"................................ ................... 132
ynaIpmoC ................................ ................................ ................ 132
ynJapmoC ................................ ................................ ................ 136
ynapKmoC ................................ ................................ ............... 139
ynLapmoC ................................ ................................ ............... 142
Category IV - "Reluctant Users"................................ ....................... 144
ynMapmoC ................................ ................................ .............. 145
ynNapmoC ................................ ................................ ............... 149
ynOapmoC ................................ ................................ ............... 153
ynaPpmoC ................................ ................................ ............... 156
SUMMARY OF FINDINGS................................ ................................ .......... 157
Product Development................................ ................................ ......... 158
Marketing/Selling................................ ................................ ............... 161
CONCLUSION................................ ................................ .............................. 163
Evaluation of the Propositions................................ ........................... 163
Company Demographic Issues................................ ........................... 165
Study Limitations................................ ................................ ............... 166
LITERATURE CITED................................ ................................ .................. 168
'SRELI AERTREE UT R4TPSIA I NHFS-RCOY ULNFAANA
EDSRENUKOTRIIATNMPR- EURFCFEORTECPARAHC ........................ 172
ABSTRACT................................ ................................ ................................ .... 172
INTRODUCTION................................ ................................ .......................... 172
PREVIOUS WORK AND HYPOTHESES................................ ................... 174
A Conceptual Framework for Analysis................................ ............. 174
Product Beliefs and Categorization................................ ................... 174
iiiv
sfe itlceuBdorP ................................ ................................ .......... 174
noitazir otgceutdaoCrP ................................ .............................. 176
Schema Congruity................................ ......................... 178
Product Attributes................................ ......................... 181
Intangible Product Attributes Associated with Character-marked
Furniture................................ ................................ ....................... 185
Application of Conjoint Analysis................................ ....................... 186
METHODS................................ ................................ ................................ ..... 189
Sampling and Data Collection................................ ............................ 189
noit peilrpcmsaeSD ................................ ................................ ... 189
noitc ealtlaoDC ................................ ................................ ......... 191
Conjoint Design and Data Analysis................................ ................... 193
sisy ltanniAojnoC ................................ ................................ ...... 193
Conjoint Validity and Reliability................................ ... 197
set u ttbencileurbmd tieoftgrroAnuPastaneIM ........................... 199
RESULTS................................ ................................ ................................ ....... 199
Model Specification................................ ................................ ............ 199
Regression Diagnostics................................ ................................ ....... 201
Utility Scores for Attribute Levels................................ ..................... 202
nloeidtoaMre dginsinyouCB ................................ ..................... 202
leeecvdiiortMPaleR ................................ ................................ . 205
Relative Importance of the Attributes................................ ............... 207
Overall Utilities for Different Product Profiles................................ . 208
noitare dginsinyouCB ................................ ................................ 208
eecviirtPaleR ................................ ................................ ............ 208
Reliability and Validity Checks................................ .......................... 209
ytilibaileR ................................ ................................ ................. 209
ytidilaV ................................ ................................ ..................... 209
Analysis of Intangible Product Attributes Associated
with Character-marks................................ ................................ .. 210
CONCLUSION................................ ................................ .............................. 212
Evaluation of the Hypotheses................................ ............................. 212
siseh1topyH ................................ ................................ ............. 212
siseh2topyH ................................ ................................ ............. 213
siseh3topyH ................................ ................................ ............. 214
siseh4topyH ................................ ................................ ............. 214
Study Limitations................................ ................................ ............... 215
IMPLICATIONS................................ ................................ ........................... 216
LITERATURE CITED................................ ................................ .................. 217
SN ORIETTAP DA5 NHSECT M HDM-LGNOAUACNOEIHRFT ............... 222
SUMMARY OF FINDINGS................................ ................................ .......... 222
IMPLICATIONS: CHARACTER-MARKS AND THE BIG PICTURE... 225
RECOMMENDATIONS................................ ................................ ............... 227
LITERATURE CITED................................ ................................ .................. 232
xi
APPENDIX A................................ ................................ ................................ . 233
APPENDIX B................................ ................................ ................................ . 236
APPENDIX C................................ ................................ ................................ . 239
APPENDIX D................................ ................................ ................................ . 245
APPENDIX E................................ ................................ ................................ . 246
APPENDIX F................................ ................................ ................................ . 247
ATIV ................................ ................................ ................................ ............... 250
x