The missing link in the evolution of product design: a strategy roadmap towards product development success
Journal of Product & Brand Management
ISSN: 1061-0421
Article publication date: 31 January 2022
Issue publication date: 28 June 2022
Abstract
Purpose
The literature on product design/development (PD) has attempted to understand the consumer but has not provided a comprehensive framework for product marketers and designers. Thus, this paper aims to compile and link the main topics in the literature on PD to create a foundation for strategic development in this field.
Design/methodology/approach
This research adopted a “fit-for-purpose” methodology, a cross-referencing method and a meta-narrative approach that are appropriate for reviewing studies in a field involving complex topics and areas in which the literature is still developing.
Findings
To enhance the quality of product development, there is a need for PD strategy based on a clear understanding of many factors: the consumer; the complex interrelations among a product’s values, dimensions and personalities; PD theories; and other related variables.
Practical implications
This study found that PD studies should concentrate more on codifying strategies to enhance product development success. This is particularly important in view of consumers’ varied and changeable tastes in the global market and the differing insights of product marketers and designers.
Originality/value
This comprehensive systematic review is a unique study that contributes to future business-to-consumer and business-to-business research by compiling scattered and hidden strategies, theories and variables in the PD/development literature.
Keywords
Acknowledgements
The author would like to express his gratitude to Dr Elham Marzi (University of Toronto) and Professor Ian Muir (UTS) for their valuable contributions, also Professor Ravindra Chitturi (Lehigh University), Professor Minu Kumar (San Francisco State University) and Professor Pietro Micheli (The University of Warwick) for reviewing the manuscript before submission.
Funding: This research did not receive any specific grant from funding agencies in the public, commercial or not-for-profit sectors.
Citation
Sameti, A. (2022), "The missing link in the evolution of product design: a strategy roadmap towards product development success", Journal of Product & Brand Management, Vol. 31 No. 6, pp. 899-937. https://doi.org/10.1108/JPBM-10-2020-3181
Publisher
:Emerald Publishing Limited
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