A strategy typology for decisions on brand styles : an empirical investigation on styling in the German automotive market.

O. Person, J.P.L. Schoormans, H.M.J.J. Snelders

    Research output: Chapter in Book/Report/Conference proceedingConference contributionAcademicpeer-review

    Abstract

    In this paper, we present a strategy typology for decisions on brand styles. Specifically, we map clusters of styling decisions, and discuss how they are embedded in organizational decision making on styling in the automotive industry. The typology originates in a study on styling in the German car market in which we empirically analyzed the style decisions for more than 170 car models.
    Original languageEnglish
    Title of host publicationDiversity and unity : proceedings of the 4th World Conference on Design Research, October 31 - November 4, 2011, Delft, The Netherlands
    EditorsN. Roozenburg, L.L. Chen, P.J. Stappers
    Place of PublicationDelft, The Netherlands
    PublisherTechnische Universiteit Delft
    Publication statusPublished - 2011

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