A strategic decision making tool for new product and service design

Abstract

Purpose

The present study aims to further research the theory of attractive quality for new offers by analyzing the HWWP (Health, Weapon, Wealth, Prospect) model and testing its uniformity. The purpose is to extend and refine the HWWP model based on meridian elasticity curves with the final scope of building a map for better understanding the potential value of the quality attributes in new product or strategic service design.

Design/methodology/approach

After a thorough analysis of the HWWP model for prepurchase value judgment, it has been observed that the classical form often presents a concentration of the quality attributes in its graphic representation, which limits managerial decision making. This paper presents a new methodology for testing the uniformity of the current HWWP model and a generalized approach for understanding the potential lifecycle of the new offer's features.

Findings

The results of the presented case study validate the novel tool’s applicability and can serve as a reference for managers to adequately classify customer requirements as the first step toward strategic design.

Originality/value

The author’s main contributions are: to have analyzed the current HWWP model and observed the limitations of this approach; to have proposed a statistical simple method used to test the uniformity of the HWWP model; to have developed a generalized new HWWP model that adequately explores each feature value and potential lifecycle base on meridian slices and elasticity orbits.

Citation

Pugna, A.P., Potra, S.A. and Negrea, R. (2021), "A strategic decision making tool for new product and service design", Management Decision, Vol. 59 No. 2, pp. 406-425. https://doi.org/10.1108/MD-01-2019-0110