ROLE OF CORPORATE LEADERSHIP AND INNOVATION CLAIMS ON CONSUMER PERCEPTION OF PREMIUM PRODUCTS

Alex Gofman (), Marco Bevolo () and Howard R. Moskowitz ()
Additional contact information
Alex Gofman: Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA
Marco Bevolo: Jan van Eyckgracht 116, 5645 LG Eindhoven, The Netherlands
Howard R. Moskowitz: Moskowitz Jacobs Inc., 1025 Westchester Ave., White Plains, NY 10604, USA

International Journal of Innovation Management (ijim), 2009, vol. 13, issue 04, 665-681

Abstract: The paper summarizes the results of a fundamental research project to understand the perception of high-end products by consumers. The first part consisted of a series of in-depth qualitative interviews with over 75 global leaders of luxury and premium companies, star designers and thought leaders. The analysis of the collected data identified five dimensions of high-end offerings, with each dimension having a unique set of four factors. The second part included a massive quantitative (based on Rule Developing Experimentation) survey conducted in the US, UK, Italy and China with about 1800 qualified middle- to upper-class respondents participating in a total of 20 distinct conjoint-based surveys to discover the driving forces behind their perceptions of high-end products. This paper considers in depth one of the five dimensions — leadership and innovation. The analysis of the quantitative part includes mind-set segmentation and demographic subgroups. The research addresses one aspect of today's big question: "How can global brands migrate from being cost-driven commodities to higher margins and profits?" The answer is in the high-end.

Keywords: High-end products and services; premium; masstige; conjoint analysis; rule developing experimentation (RDE); consumer research; innovation; leadership; stimulus-response segmentation (search for similar items in EconPapers)
Date: 2009
References: View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.worldscientific.com/doi/abs/10.1142/S1363919609002467
Access to full text is restricted to subscribers

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:wsi:ijimxx:v:13:y:2009:i:04:n:s1363919609002467

Ordering information: This journal article can be ordered from

DOI: 10.1142/S1363919609002467

Access Statistics for this article

International Journal of Innovation Management (ijim) is currently edited by Joe Tidd

More articles in International Journal of Innovation Management (ijim) from World Scientific Publishing Co. Pte. Ltd.
Bibliographic data for series maintained by Tai Tone Lim ().