Desirability Competitive Positioning Model: A model for identifying where design can have the greatest influence on profit within a highly competitive consumer product environment
This paper sets out to provide a model for analysing specific consumer
product markets and identifying where there is the greatest opportunity for
exploiting the value of design. Design and product desirability are often
perceived as secondary to focusing on cost during product development, and
while in many markets this is a valid approach, there is an opportunity to
provide a model that identifies where there are market dynamics that
indicate an increased focus on design would deliver greater return on
investment. The aim was to create a matrix model for positioning competing
products in the context of desirability, cost and price. This desirability
competitive positioning matrix provides the basis for a series of techniques
that deliver insights into a particular competitive environment and can place
design at the forefront of value creation.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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