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Judgments and decision are central to entrepreneurship, but capturing them empirically is challenging. Shepherd and Zacharakis (1997) addressed this challenge by identifying metric conjoint analysis as an experimental method capable of capturing the decision policies of actors engaged in entrepreneurial task, creating a “window of opportunity” for entrepreneurship research. On the twentieth anniversary of this chapter, the authors reflect on the impact the ideas had on their own work and careers, while, at the same time, address the possibility that the “typical” conjoint study may have reached the end. From this platform, the authors identify unknown attributes, interactive effects, rich media, mixed methods, and sophisticated data analysis as potential pathways by which conjoint analysis can continue to advance understanding of entrepreneurship. Their conclusion is that when coupled with impactful research questions, innovative uses of conjoint analysis have an important role to play in the future of entrepreneurship research. Hence, the authors believe that Dean A. Shepherd’s and Zach Zacharakis’s bold effort will continue as a quintessential resource for those researchers who wish to tap the mind of entrepreneurs, investors, and other key actors as they traverse the journey of business venturing.

The application on conjoint analysis to the task of customising financial services is discussed. Conjoint analysis allows for the generation of the utility levels associated with financial service design alternatives. By evaluating service‐provider and customer utility levels simultaneously, an efficient frontier of financial service designs can be identified. This process can greatly simplify the financial service design selection decision, since it eliminates inferior alternatives from consideration. A hypothetical example, the selection of commercial line of credit features for a potential corporate customer, is demonstrated.

Art-infusion has become a common practice among brands across the globe. This is because marketers leverage the uniqueness and prestige of arts to earn superior profits. Hence, this research aims to understand and measure consumers' willingness to pay (WTP) for art-infused products.

A questionnaire was designed based on conjoint analysis and was responded to by 470 respondents from India. The estimation of preference functions in conjoint analysis was intended to use orthogonal arrays to measure WTP.

The study reveals consumers' utility and WTP for different art-infused products. The results indicated that consumers have the highest WTP for products that have artwork dominated by the visual elements of colour, shapes and space.

The paper presents valuable findings for marketers to develop their product design and earn superior profits.

This is the first study in the domain of the art infusion phenomenon that measures WTP for non-luxury art-infused products. Also, this is the first study to measure WTP for different kinds of art forms.

Conjoint analysis has become an increasingly popular approach to estimate the benefits derived from the attributes of a product. This decompositional method provides information about the structure of consumers' preferences, as obtained from the overall judgement of a set of alternative products defined as a combination of levels of different attributes. A two‐Limit Tobit Model approach for conjoint analysis has been used to examine and compare wine attribute preferences within and between different retail outlets (wine shops, direct‐from‐producer and supermarkets) in two Spanish regions: Aragon and Navarre. Three attributes have been used in the conjoint design: price, origin and vintage year. Among these attributes, price is the principal aspect for consumers who buy in wine shops, origin is the most important attribute for supermarket buyers and grape vintage has more utility for buyers who obtain wine directly from the producer. Finally, three wine consumer segments have been identified and characterised in the two regions.

The purpose of this paper is to construct the best combination of fabric printing pattern’s attributes to obtain the optimum design to meet the markets need.

This study reviewed the morphological analysis of fashion design expert groups regarding the fashionable fabric printing patterns, as well as the attribute preferences for different groups of fabric printing patterns through focus group discussions. In addition, the conjoint analysis was used to calculate the part-worth of these patterns’ design attributes and design levels to obtain the optimum design for fabric printing patterns.

The results of this study showed that the most importance of fabric attributes is the secondary pattern (32.59 percent), while the weights of shading element (24.80 percent) and primary pattern (24.46 percent) are almost the same. This study found that a wide range of intertwining image primary pattern can be applied to create interesting and popular fabric printing pattern designs. In practical applications of this result, when the primary pattern is supported by the buyer, fabric designers may use New Classic composite plants, with simple shading and different cycling configuration, to reproduce the optimum designs of the fabric printing patterns.

This proposed a novel solution to figure out the combination basis for optimizing fabric printing pattern designs. In addition, this result helps fabric printing pattern designers to establish an optimal design method for a specific brand to create a unique printing pattern design.

The purpose of this paper is to examine the influence of extrinsic attributes and package design attributes on consumer preferences of high‐risk products.

An explorative conjoint analysis is conducted. A small‐scale sample, consisting of 18 consumers, conduct two conjoint tasks for two drug product types, i.e. painkillers and sore throat medicine.

The impact of the tested attributes varies according to the product type. The intrinsic attribute of taste is valued most in sore throat medicines, followed by colour and producer. Producer and colour are the most valued in painkillers. Colour is the most influential of the design attributes tested. Well‐known producer is perceived as more important in painkillers, whereas in sore throat medicine domestic producers are valued more.

The study is exploratory and limited due to the design with few statistical assumptions and to small‐scale sampling in one country only.

The health care marketers should recognize the impact of package design on consumers' preferences of high‐risk products, such as non‐prescription drug.

There has been little research on the impact of package design attributes such as package colours on consumers in health care marketing.

This paper aims to investigate user preferences for the information systems in order to achieve user satisfaction by using conjoint analysis.

Conjoint analysis is applied for the measurement of user preferences on information systems by seven properties and three levels for each property. To apply the approach, two surveys were designed: the first survey investigates the main properties affecting the end-users' satisfaction for using the current information systems based upon literature review and expert interview in Phase I. The second survey weighed the preferences by the virtual profiles of the information systems, which represent the ideal systems.

The results show that speed-related properties are critical to achieve the end-user satisfaction. The next important property group is related to the access control and system integration between various business modules. From the measurements, the best system file should be constructed with the highly weighed levels of the key attributes.

The virtual profiles are complex for respondents to understand the attributes and the compounds of the virtual products. Moreover, the respondents were overwhelmed by the number of virtual profiles. The attributes were required to enable communication between researchers and respondents.

Information system designers can achieve user satisfaction by combining the highest utility levels of all attributes. Nonetheless, the trade-offs between attributes and their levels should be considered in order to apply the results to the business, depending on the system environments and business practices, by updating the importance of the determinants regularly.

This study applied the conjoint analysis to information management systems in order to design and maintain user satisfaction for the targeted company. This paper will provide alternative ways for the system engineers and developers of the case company by considering the critical attributes, which will affect both user performance and satisfaction.

The purpose of this study is to assist hoteliers to design hotel rate restrictions that are in the interest of hotels and of customers, under the joint influence of room rates and rate fences.

This study used a questionnaire as the data collection instrument. Conjoint analysis was applied to examine customers’ preferences regarding hotel rate fences.

The results indicate that refundability, price and advance requirement, in that order, are identified as the most important attributes in the overall decision-making process of customers. Changes allowed and rule type are comparatively less important attributes.

This study extends the hotel revenue management literature by examining customer preferences for hotel rate restrictions based on their socio-demographic characteristics and travel behavior. This study also illustrates the usefulness of conjoint analysis in determining the utility values of hotel-room rates and rate fences.

The findings of this study may help professional hoteliers to better understand customers’ decision-making process and underlying needs, thus helping them to design attractive rate fences that are in the interests of both hotels and customers.

This study is the first to investigate customer preferences regarding hotel rate restrictions based on demographic and travel behavior information. The identification of these preference values should help hoteliers to identify the decision-making processes and needs of customers.