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Innovation, branding, and design are known to affect corporate success, but their interplay is not yet well understood. Companies need to take risks in developing new product innovations, whereas an established brand can serve as a familiar base to create recognition. However, designers are facing a serious challenge. Researchers in both fields study the existing world through abstract theories and “rules”, instead of showing how to use these theories in practice. This study focuses on the relation between brands and innovations from a design perspective to create successful brand extensions. Gaining knowledge about the level of newness (novelty), level of familiarity (typicality), fit with the parent brand (brand fit), and expected market success (EM success), will support designers to create successful brand extensions. The study discusses 81 designs of snow scooters designed by students and evaluated by 47 experts by means of a quantitative and qualitative analysis. A multiple linear regression analysis is performed to show if brand fit, typicality, novelty, and (typicality × novelty) has an impact on the expected market success. The analyses demonstrate a significantly positive effect of brand fit on the expected market success (p < .01). While the single effects of typicality and novelty were non‐significant, the interaction between typicality and novelty showed a significant linear relationship on the expected market success (p < .05). The results show the importance of the much‐investigated balance between typicality and novelty, where brand fit seems to act as the suppressor for novelty and may be called brand typicality.
Maaike Mulder‐Nijkamp. Bridging the gap between design and behavioral research: (Re)searching the optimum design strategy for brands and new product innovations. Creativity and Innovation Management 2020, 29, 11 -26.
AMA StyleMaaike Mulder‐Nijkamp. Bridging the gap between design and behavioral research: (Re)searching the optimum design strategy for brands and new product innovations. Creativity and Innovation Management. 2020; 29 (S1):11-26.
Chicago/Turabian StyleMaaike Mulder‐Nijkamp. 2020. "Bridging the gap between design and behavioral research: (Re)searching the optimum design strategy for brands and new product innovations." Creativity and Innovation Management 29, no. S1: 11-26.
This study addresses the synthesis of sustainability-related considerations in packaging design curricula by means of educational interventions. The core of the research revolves around an educational module for students in packaging design and development. This research targets the current late-stage integration of sustainability considerations in product-packaging development processes. The combination of the front-end involvement of sustainability considerations with the focus on educational interventions in product-packaging development is lacking in currently available research. The educational interventions which are tested in representative educational environments—as presented in this article—address the required focus on the balance in decisions and criteria, trade-offs, and team dynamics within multidisciplinary product-packaging development teams. The educational framework targets five perspectives of packaging sustainability: (1) managerial decision making, (2) life cycle assessment (LCA), (3) consumer purchase behavior, (4) recycling efficiency and effectiveness, and (5) plastic recycling chain redesign. This research’s main contribution is bridging the gap between implementing new scientific insights in the field of sustainable packaging from various perspectives, and practicing by applying the relevant knowledge in this field, by means of a design synthesis approach. This research derives findings from both an extensive introspective analysis and expert analysis of the results of the educational module.
Maaike Mulder-Nijkamp; Bjorn De Koeijer; Robbert-Jan Torn. Synthesizing Sustainability Considerations through Educational Interventions. Sustainability 2018, 11, 21 .
AMA StyleMaaike Mulder-Nijkamp, Bjorn De Koeijer, Robbert-Jan Torn. Synthesizing Sustainability Considerations through Educational Interventions. Sustainability. 2018; 11 (1):21.
Chicago/Turabian StyleMaaike Mulder-Nijkamp; Bjorn De Koeijer; Robbert-Jan Torn. 2018. "Synthesizing Sustainability Considerations through Educational Interventions." Sustainability 11, no. 1: 21.