Hi Jurgen,
This reminds me of 1990s debates over the effectiveness of advertising. The Handbook of Industrial Organization (2007) Vol. 3 gives an outline of how a comprehensive study of the value of product design might proceed. Just substitute 'product design' for 'advertising' ....
Kyle Bagwell
Chapter 28 The Economic Analysis of Advertising
This chapter offers a comprehensive survey of the economic analysis of advertising. A first objective is to organize the literature in a manner that clarifies what is known. A second objective is to clarify how this knowledge has been obtained. The chapter begins with a discussion of the key initial writings that are associated with the persuasive, informative and complementary views of advertising. Next, work that characterizes empirical regularities between advertising and other variables is considered. Much of this work is conducted at the inter-industry level but important industry studies are also discussed. The chapter then offers several sections that summarize formal economic theories of advertising. In particular, respective sections are devoted to positive and normative theories of monopoly advertising, theories of price and non-price advertising, theories of advertising and product quality, and theories that explore the potential role for advertising in deterring entry. At this point, the chapter considers the empirical support for the formal economic theories of advertising. A summary is provided of empirical work that evaluates the predictions of recent theories of advertising, including work that specifies and estimates explicitly structural models of firm and consumer conduct. This work is characterized by the use of industry (or brand) and even household-level data. The chapter then considers work on endogenous and exogenous sunk cost industries. At a methodological level, this work is integrative in nature: it develops new theory that delivers a few robust predictions, and it then explores the empirical relevance of these predictions at both inter-industry and industry levels. Finally, the chapter considers new directions and other topics. Here, recent work on advertising and media markets is discussed, and research on behavioral economics and neuroeconomics is also featured. A final section offers some concluding thoughts.
Best wishes
Amanda
Dr Amanda Bill
Institute of Design for Industry and Environment
College of Creative Arts
Massey University, Wellington
New Zealand
+64 4 8015799 ex 62555
email: [log in to unmask]
On 21/07/11 7:31 AM, "Jurgen Faust" <[log in to unmask]> wrote:
Hi Derek,
thank you.
Since have a build design theory and knowledge based on social science discourse and design discourse over the past years, I am pretty much familiar with the value idea explaining it to the reader, ... I also knowing what tremendous knowledge I did gain and I have access now in doing so.
I can expand on that, for that reason I already suggested to this company of financing a more comprehensive study to have a better grasp regarding the value of design in their current value chain.
But I also sensed what some responsible are looking for, especially coming from the business and marketing side. They didn't say it loud yet, but the expectation is some clear measurables, and since the company is located in the telecommunication arena they are looking at something like measuring kpi's for instance 'new account sign-ups, brochure downloads, Article views etc, they can put into numbers and compare the development over time.
And thanks for the hint regarding the decisionmaking literature....I will look again into it...
and thanks for your statements regarding design thinking... Peter Sloterdijk coined the term in-folding in a periode (90ties) where european societies had been infected by aesthetic habits,...
in that sense we might see nothing else that design is infolding and the design thinking fashion is nothing else then a fugacity...
Jurgen Faust
Prof. Media Design
VP for Academic Affairs and Research
Dean Faculty Media and Communication
MHMK Munich
MHMK.de
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