Variety is the Spice of Life: How Design Diversity Can Enhance Profitability

Gloria Moss

Chapter 7 in Profiting from Diversity, 2010, pp 119-134 from Palgrave Macmillan

Abstract: Abstract Some farsighted individuals have pointed to the importance of delivering products that match consumer preferences. A case in point is the business guru, Michael Hammer, who spoke of the need for products to be shaped around the ‘unique and particular needs of the customer (Hammer 1995, 21) and for products and services to be ‘configured to’ the needs of customers (ibid., 21). In the field of branding, similarly, an academic, Karande, has similarly made a case for congruence between the brand personality and the consumer’s self-concept on the basis that purchases offer a vehicle for self-expression (Karande et al. 1997).

Keywords: Consumer Behaviour; Customer Preference; Brand Personality; Brand Management; Interactionist Perspective (search for similar items in EconPapers)
Date: 2010
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27388-7_7

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DOI: 10.1057/9780230273887_7

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