Steven Chen

Prosumer motivations in service experiences

Purpose – The purpose of this paper is to, first, make explicit the theoretical link between prosumers and co-creation as articulated in the service-dominant logic framework. The authors re-examine the contributions of prosumers to service experiences with the intent of clarifying how prosumers act as co-creators of value. The second purpose of this study is to clarify the underlying motivations for prosumers’ participation in co-creation/service experiences. The authors assert that high-quality service experiences require service researchers and managers to better understand prosumers and their motivations. Design/methodology/approach – Through a qualitative investigation, the authors examine prosumers and their social motivations – from a service experience perspective. Findings – The findings illustrate that prosumers are not only participants in the co-creation of value; the findings illustrate that prosumers are active designers of service experiences. This is because prosumers are motivated by both ...

Design Orientation: A Grounded Theory Analysis of Design Thinking and Action

The notion of design thinking or ‘design as a state-of-mind’ and its articulation through design orientation implies that true innovation is a company-wide phenomenon and cannot be left to single individuals as a marginalized function within a company. Many innovative companies try to integrate technical performance with an aesthetic vision – which is not to be confused with style – as the driving force of the organization. Based on our findings and analysis, we put forward theoretical propositions that cover various aspects of design orientation.

Practice styles and service systems

Purpose The purpose of this paper is to examine how practices influence service systems. Design/methodology/approach Data across three service contexts (crafts, healthcare and fitness) were collected through depth interviews and netnographic analysis, and analyzed with a two-study multi-method approach focusing first on the micro- (individual) level and then on the macro- (network) level of service systems. Study 1 focused on a micro-level analysis using qualitative techniques (Spiggle, 1994). Study 2 focused on a macro-level analysis using partial least squares regression. Findings The results illustrate how practices can change service systems. This occurs when a nuanced practice (i.e. a practice style) orders and roots a service system in a specific form of value creation. The findings reveal four practice styles: individual-extant, social-extant, individual-modified and social-modified practice styles. These practice styles shift in response to event triggers and change service systems. These event triggers are: service beneficiary enhancement, service beneficiary failure, service provider failure and social change. Thus, the findings show that practices – when shifting in response to event triggers – change service systems. This transpires in the understudied meta-layer of a service system. Practical implications The study identifies four practice styles that can serve as the basis for segmentation and service design. Originality/value Service systems are dynamic and ever changing. This study explores how service systems change by proposing a practice approach to service systems.

What really makes a promotional campaign succeed on a crowdfunding platform? guilt, utilitarian products, emotional messaging, and fewer but meaningful rewards, drive donations

ABSTRACT Online crowdfunding is a popular platform for entrepreneurs to engage consumers by raising funds for creative projects. The purpose of this research was to conceptualize a theoretical framework for crowdfunding appeals and investigate the relationship effect of appeal modes, product, and message characteristics as well as presentation characteristics on donation levels. A stratified random sample of 200 campaigns on Kickstarter.com was analyzed in a regression-based study. Guilt appeals, utilitarian product types, an emotional message frame, and reward tiers were significantly—and positively—related to funding level, measured as a percentage of the funding goals. Entrepreneurs further can use this framework to develop crowdfunding campaigns that can serve as effective marketing tools.

Positioning SMEs With a Lone Designer: A Qualitative Study of Small Design Firms

The purpose of this study is to examine how small and medium enterprises (SMEs) with a lone designer strategically position themselves relative to large organizations (LOs). Based on a study of small design firms, the results suggest that SMEs with a lone designer manage a portfolio of internal positioning strategies (experimentation, design consistency, speed of execution, and networked communities) and external positioning strategies (personalized services, experimentation, and credibility) to differentiate from LOs. Furthermore, the results indicate SMEs’ positioning strategies may vary depending on their firm size. This article contributes to the SME positioning literature and the dialectic on team versus lone effort.

Cultural technology: A framework for marketing cultural exports – analysis of Hallyu (the Korean wave)

Purpose – The purpose of this paper is to outline a framework for marketing cultural goods (e.g. music) to global markets by examining modes of entry and positioning strategies used by media producers of the South Korean music industry. Design/methodology/approach – An historic analysis was implemented to investigate the modalities and structures through which cultural products are produced and disseminated. Data for this study came from 314 articles collected from www.allkpop.com, a leading English-language, South Korean popular culture news site. Findings – The cultural technology framework consists of the institutionalization of cultural technology, exportation of cultural content, collaborations with local talent, and joint ventures with local markets. Research limitations/implications – The findings emerge from an analysis of South Korean popular music industries, and further research is needed to generalize the results across cultural industries. Practical implications – The cultural technology framework can be applied to cultural industries such as music, film, comics, and art, where culture and language could be barriers to adoption. Originality/value – This study outlines a framework for the modes of entry and positioning strategies of cultural goods (e.g. music) in international markets. Extant literature has examined global marketing from the purview of durable consumer goods and brands, with limited insights into cultural products. More broadly, this paper addresses the call for more qualitative inquiry into international marketing topics.

Ethnoconsumerism and cultural branding: designing “Nano” car

Purpose – The purpose of this research is to explore the cultural and branding issues that have gone into the design and development of Nano – a brand name for an Indian automobile – which is a low‐priced passenger vehicle targeted toward the middle‐class Indian consumer in urban settings.Design/methodology/approach – The paper provides a cultural framework for the brand initiative and its execution. Specifically, the paper uses an ethnoconsumerism approach to the issue of cultural branding.Findings – The Nano car was conceived and executed under two narratives: an economical and affordable vehicle, and a brand appeal that would satisfy Indian cultural sensibilities.Research limitations/implications – Cultural branding is becoming a popular approach in product positioning. This research shows that an ethnoconsumerist framework is ideally suited for examining cultural branding issues.Originality/value – With the emergence of global markets, new methodologies have to be employed in studying cultural issues ...

Teaching Design Thinking in Marketing: Linking Product Design and Marketing Strategy in a Product Development Class:

Design thinking refers to the implementation of a firm’s design philosophy into design processes and outputs. This article introduces two design thinking approaches—user-centered design and design-driven innovation—that frame product design activities and show how these approaches can be incorporated into marketing curricula. The aim of this article is to show how marketing educators can help students appreciate and understand the processes and consequences of developing new products using different design thinking approaches. First, an experiment is conducted to examine the effect of design thinking approaches (user-centered design, design-driven innovation) on design and marketing outcomes (perceived originality, perceived usefulness, and perceived value). Second, based on the results of the study, the article develops a step-by-step guide on how to execute a design thinking module in a product-oriented marketing course.

To Develop a Design Language (or Not)

This chapter uses the automotive industry to explore the advantages and limitations of developing a design language. A design language is an overarching visual style that unifies an organization’s products and brands under one umbrella. While a design language may be a vital component of a firm’s strategy, using a design language to unify the brand carries significant risks. If the design language does not resonate with consumers, a decline in sales could result. Findings from the branding and consumer behavior literatures shed light into design language issues.

Product Design Analytics

This chapter examines how managers can quantitatively assess product design outputs. Specifically, the chapter will demonstrate how to implement an award-winning product design scale published in the Journal of Marketing. Following that, the chapter will instruct readers how to segment results from the first survey, using another scale published in the Journal of Consumer Research.