Abstract
“Good design keeps the user happy, the manufacturer in the black, and the esthete unoffended.” This artistic creed of Raymond Loewy, creator of the famous Coca Cola bottle and founder of the industrial design movement, never went out of date (Artzybasheff 1949, p. 5). Quite the contrary, in times of convergence with regard to product functionality and performance, the appearance of a new product emerges as a potential source of competitive advantage and superior value. Astonishingly, only a few studies have attempted to empirically prove Loewy’s statement and to examine the contribution of product design to company performance. Moreover, these studies predominantly use accounting-based and/or subjective performance measures. Yet, the question whether ‘good’ design is also related to firm value still remains to be answered.
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© 2015 Academy of Marketing Science
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Homburg, C., Bornemann, T., Schöler, L. (2015). Which Dimensions of Product Design Drive Shareholder Value? The Role of Aesthetic, Ergonomic, and Symbolic Value. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_37
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DOI: https://doi.org/10.1007/978-3-319-10873-5_37
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