DS 48: Proceedings DESIGN 2008, the 10th International Design Conference, Dubrovnik, Croatia

Year: 2008
Editor: Marjanovic D., Storga M., Pavkovic N., Bojcetic N.
Author: Sakao, T.
Section: Eco design
Page(s): 1351 - 1358


This paper proposes a framework for classification of environmental characteristics of offers, utilizing Kano Model and willingness to pay. The framework is connected to some design management, i.e. design itself and external-communication, strategies for companies which are also proposed in this paper. The integration of the classification and the strategies is applied to several typical environmental characteristics against Japanese markets. The results include that plant-based plastics in a chassis of a notebook-typed PC for businessmen over 50 years old cannot be recommended to be adopted within the development team. However, the company could also focus on the positive effect on its corporate branding.

Keywords: design management, offer development, communication to customer, Kano model, willingness to pay


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