Adrian Pavel Pugna, Sabina Alina Potra and Romeo Negrea
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…
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.
Details
Keywords
Sabina Seran (Potra) and Monica Izvercian
The purpose of this paper is to develop a new enriched approach regarding the prosumer concept and a framework for efficient managerial decision, making use of prosumer innovative…
Abstract
Purpose
The purpose of this paper is to develop a new enriched approach regarding the prosumer concept and a framework for efficient managerial decision, making use of prosumer innovative potential.
Design/methodology/approach
Based on relevant literature sources, this paper takes the prosumer concept one step further from usual interpretations suggesting its innovative potential for companies which adequately address this issue. Depending on their own objectives, the domain limitations and the creativity they are allowing regarding specific activities or campaigns, companies can open up and develop prosumer co-creation strategies.
Findings
The authors develop a new prosumer understanding of value co-creation and design prosumer-oriented marketing strategies as a starting point for important decision making and complex marketing campaign creation in an always changing environment.
Originality/value
The research contributes to the existing knowledge on prosumerism, being at the same time valuable for managers, especially in the marketing domain. Marketing corporate specialists do not have guidelines on how to understand, relate and engage these new consumers in corporate activities and therefore loose a potential creative external partner and a significant competitive advantage.