Historically, product design often considered the creation of functional differentiation through advanced features, high performance, and so on. However, with the advent of more project-oriented companies such as Apple, Dyson and others, design is increasingly seen as an important strategic tool in creating preference and deeper emotional value to the consumer. In this study, we show how various design elements can be used strategically to create two very different results in terms of the network user. This work shows that some of the design elements are more likely to create a functional differentiation of the product and the consumer of the results of transactions, while other design strategy then more emotional form of value creation. As we will show, the emotional focus to value creation is likely to achieve the desired results, and powerful, such as loyalty, joy of use, and even passion. Based on current trends to the business relationship management, customer-oriented, this focus on the emotional value creation through product design is particularly relevant. To these ideas for action, we offer specific product development strategy that managers can use to improve transactional and relational value of their customer relationships. "Hide
by Charles H. Noble, Meena Kumar Source: Business Horizons 10 pages. Publication Date: September 15, 2008. Prod. #: BH296-PDF-ENG
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