Assessing functional and shape differentiation within a family of products

Fabrice Alizon, Jing Fu, Timothy William Simpson, Sanjay B. Joshi, Steven B. Shooter

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Abstract

Market differentiation strategies must identify competitive advantages when offering a line of products varying in features, price, quality, and/or aesthetics. Although this concept is well-known, many companies still have difficulties positioning their own products within their own product lines and against competitors. Few approaches combine two or more facets to answer the product differentiation problem. In this study, two novel indices are proposed to audit shape and functional differentiation within a family of products. The shape index appraises the shape similarity between the products upon digitization, while the functional assessment is based on functions characteristics of the product. Customers' perception data is obtained experimentally and compared to these indices to validate the result. Pairs of products are evaluated, and the average scores are considered as the indices for a product family. A case study illustrates the usage of these two indices and performance of these tools as well. This approach can be used during detailed studies as well as early stages of the design process to help validate product family positioning.

Original languageEnglish (US)
Title of host publication2008 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC 2008
Pages1011-1017
Number of pages7
EditionPART B
StatePublished - Nov 23 2009
Event2008 ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC 2008 - New York City, NY, United States
Duration: Aug 3 2008Aug 6 2008

Publication series

Name2008 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC 2008
NumberPART B
Volume1

Other

Other2008 ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC 2008
CountryUnited States
CityNew York City, NY
Period8/3/088/6/08

All Science Journal Classification (ASJC) codes

  • Artificial Intelligence
  • Computational Theory and Mathematics
  • Industrial and Manufacturing Engineering
  • Mechanical Engineering

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  • Cite this

    Alizon, F., Fu, J., Simpson, T. W., Joshi, S. B., & Shooter, S. B. (2009). Assessing functional and shape differentiation within a family of products. In 2008 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC 2008 (PART B ed., pp. 1011-1017). (2008 Proceedings of the ASME International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, DETC 2008; Vol. 1, No. PART B).