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This thesis evaluates how industrial product firms screen new product ideas. Its aims are to investigate: (1) the evaluative dimensions used when assessing proposals, (2) how these criteria relate to screening decisions and (3) how new product environments--market, product and firm--affect this decision model. / A two stage research approach involved: (1) the establishment of new product screening attributes relevant to industrial product firms and (2) a reassessment by managers of recently screened new product ideas (accepts and rejects) in terms of these attributes. / Managers' new product screening decisions supported the hypothesized decision model. Nine of the eleven composite dimensions characterizing new industrial products, were key determinants in explaining screening decisions. These dimensions were further classified according to: (1) four basic criteria categories, (2) the basic risk/return investment model and (3) the screening role played by each. Moreover, the project environment, particularly its market, had a significant influence on the screening model. The results have implications for developing operationally more effective screening approaches.

Lead users are proposed as a valuable resource for marketers in terms of the (1) development, (2) adoption, and (3) diffusion of new products. We present the first consumer study to provide evidence that the latter two suggestions are justified. First, we find that lead users demonstrate stronger domain-specific innovativeness than more "ordinary" users. Second, lead users perceive new technologies as less "complex" and might therefore be better prepared to adopt them. Third, we find that lead users demonstrate stronger opinion leadership and weaker opinion seeking tendencies. Finally, we discuss the implications of our findings for the marketing of new products. (authors' abstract)

This dissertation addresses the issues pertaining to composite products (CPs). CPs are defined as products formed by combining knowledge from two distinct domains, for example, digital cameras, which combine knowledge from digital products and cameras. The three research questions addressed in the dissertation are: (1) how is knowledge combined from two distinct domains of a CP, (2) how are CPs categorized vis-a-vis their two components, and (3) what brands, among those associated with one of the two domains, are preferred in CPs? The thesis here is that CPs can be construed as conceptual combinations---that is, a combination of two concepts, wherein one concept (the "modifier") modifies the knowledge associated with the other (the "header"). Employing the literature in psycholinguistics, two combinatorial processes---namely, property mapping and relation linking---were identified for combining knowledge in CPs. These processes lead to modifications in knowledge associated with the header of a CP (e.g., knowledge about cameras is modified in digital cameras). The extent of these modifications is measured by the proposed construct of modification centrality. As per this construct, modifications in features critical to the function of a header (i.e., central modifications) are perceived as more significant than those in non-critical features (i.e., non-central modifications). / Three experimental studies investigated the above research questions. These studies used 16 novel CPs that were created by combining two dissimilar concepts. Study 1 showed that subjects readily combined knowledge from two dissimilar domains, using property mapping or relation linking. In addition, the representation of these CPs varied along their modification centrality, even though the dissimilarity between the two combining domains was held constant. Study 2 showed that the categorization of CPs was contingent upon their similarity to the modifier and header categories. Study 3 showed that both modification centrality and the combinatorial process influenced the categorization and brand preferences in CPs. While CPs with non-central modifications (e.g., disposable cameras) were categorized as headers (i.e., cameras), and header-associated brands were preferred, those with central modifications (e.g., digital cameras) were categorized as both (i.e., digital product and camera), and the modifier brands (i.e., digital brands) gained equity.

This dissertation examines how the stock market reacts to announcements of introduction of co-branded new products. Despite the apparent enthusiasm of practitioners towards co-branding--the practice of using two established brand names on the same product--, there is a dearth of research on if and how co-branding can be effectively leveraged to significantly increase the value added of new products. Whether greater financial rewards accrue to the manufacturer of the co-branded product (i.e. the primary brand parent) or to the partner firm that lends its brand to the co-branded product (i.e. the secondary brand parent), and how these rewards may differ depending on the characteristics of the co-branded product itself are yet unanswered questions. Using data from the consumer packaged goods industry, I empirically examine the extent to which co-branding increases the market value of the parent firms and analyze the determinants of the magnitude of increase in market value for both firms involved in the co-branding alliance. I present empirical evidence in support of a positive stock market reaction to the introduction of co-branded new products and find that this reaction is greater, on average, than the market reaction to the introduction of single-branded new products. I also show that the consistency between the brand images of the two products, the innovativeness of the product, and the exclusivity of the co-branding relationship significantly impact the market?s reaction to the announcement of new co-branded products. Moreover, these effects manifest both in the short term (i.e., at the time of the announcement) and over a longer time window (i.e., during the year following the announcement). Furthermore, I find that not all types of co-branding partnerships are equal. Composite co-branding (where both brands bring a substantive contribution to the formulation of the new product) results in higher financial rewards to the partners compared to ingredient and endorsement partnerships. The findings provide important managerial guidelines for increasing firm value through co-branding partnerships.

Thesis (MBusiness-Research)--University of South Australia, 2003.

Thesis (PhD)--University of South Australia, 2003

This thesis addresses research towards the development of an intelligent design for assembly evaluation system (IDFAES) based on the design for assembly (DFA) principels. The research project aimed to enhance the capability of existing DFA methodologies in order to support activities such as redesign, design modification and assembly planning during the product development cycle. / Thesis (PhD)--University of South Australia, 2001.

Thesis (MBus)--University of South Australia, 1995