Convergent products: what functionalities add more value to the base?

Gill, T. (2008) Convergent products: what functionalities add more value to the base? Journal of Marketing

 

박사 자격시험을 준비하면서 정리한 내용을 하나씩 풀고 있습니다. 유명한 마케팅 논문들을 업로드하고 있습니다. Marketing Strategy 중에서도 Technology and marketing에 해당되는 논문 "핵심 요약"입니다.

 

Gill, T. (2008). Convergent products: what functionalities add more value to the base?. Journal of Marketing, 72(2), 46-62.

 

위 논문 말고도 아래 3가지 논문들이 Tech and marketing 논문에 해당되는데 마지막에 급작스럽게 시험 범위에서 제외되어서 PASS!

 

Prahalad, C. K. (1990). Hamel,“The Core Competencies of the Corporation”. Harvard Business Review.

Aboulnasr, K., Narasimhan, O., Blair, E., & Chandy, R. (2008). Competitive response to radical product innovations. Journal of Marketing, 72(3), 94-110.

Kumar, V., Ramachandran, D., & Kumar, B. (2021). Influence of new-age technologies on marketing: A research agenda. Journal of Business Research, 125, 864-877.

 

 

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• Convergence
  • Convergence in the electronics sector has enabled the addition of disparate new functionalities to existing base products (e.g., adding mobile television to a cell phone or Internet access to a personal digital assistant).
• RQ — Investigates the role of two factors on the evaluation of such convergent products (CPs).
  • (1) the goal congruence between the added functionality and the base and
  • (2) the nature of the base product (utilitarian versus hedonic)
• Result
  • The author proposes that the evaluation of CPs with a utilitarian versus hedonic base is subject to an asymmetric additivity effect.
    • Specifically, whereas CPs with a
      1. utilitarian base gain more from adding an incongruent, hedonic functionality than a congruent, utilitarian one,
         • ∵ hedonic additions enhance the pleasure of using a utilitarian base,
      2. CPs with a hedonic base gain less from an incongruent, utilitarian addition than a congruent, hedonic one.
         • ∵ utilitarian additions may dilute the existing hedonic image of a hedonic base.
• The moderating role
  • prior ownership of the base of a CP is also explored.
  • Only for CPs with a hedonic base — effects of goal congruence are stronger for owners than for nonowners,
  • ∵ base produce의 가치를 더 높게 평가
  • Ownership Effect
    • mere ownership effect; see Beggan 1992) — owners may be more sensitive to the changes in the image of the base of a CP than nonowners (Kirmani, Sood, and Bridges 1999)
  • The moderating role of prior ownership of the base on the evaluation of CPs was also explored. Ownership effects occurred only in CPs with a hedonic base product, not for those with a utilitarian base.
    • Given the owners' greater attachment and need to maintain the image for a hedonic base product, the moderating effect of prior ownership was stronger for a CP with a hedonic base than for a utilitarian one.

 

 

 

 

cf) 대학 & 대학원 입시 자기소개서를 "논문 연구"로 풍부하게 만들어 드립니다. 서비스가 궁금하다면?
https://beautifulresearch.tistory.com/39

대학, 대학원 입시 자소서 & 면접에 논문으로 깊이를 더해 드립니다! (입시, 면접, 대학자소서, 대

cf) 해외 논문 톱 저널 순서대로 신속하고 완벽하게 정리해 드립니다 (논문검색, 선행연구, 논문리서치, 사업근거마련) 서비스가 궁금하다면? https://beautifulresearch.tistory.com/40

해외 논문 톱 저널 순서대로 신속하고 완벽하게 정리! #선행논문 #논문검색 #논문리서치 #사업근

— 해당 서비스를 이용하시면 Sci-Hub에 검색하여 다운받기에 용이하도록 DOI도 정리해드립니다
sci hub 참고: https://beautifulresearch.tistory.com/20

cf) 대학원생 스터디 톡방도 운영하고 있습니다 (계획, 기상 등 본인 원하는 것들 인증)! 연구에 외로운 대학원 동료분들 언제든 들어오세요! (https://open.kakao.com/o/gz2ZHI7c)

 

[글쓴이 소개]

서강대학교 수학&심리 복수전공 최우등 졸업

KAIST 마케팅 전공 석사 최우등 졸업, 박사과정 수료

자세한 소개는: https://beautifulresearch.tistory.com/7