Getting Emotional About Product Innovation

Lake, Mary Beth; Lunde, Brian S.
March 2008
Marketing Management;Mar/Apr2008, Vol. 17 Issue 2, p12
The article discusses how product innovation that focuses on emotional outcomes for consumers can improve customer satisfaction. The authors note a survey of chief executive officers (CEOs) that reveals that customer relationships are considered an important element in company innovations. They note that many products introduced each year fail to fulfill customer needs and suggest success through innovation comes by constantly improving products through rational or emotional functionality. Emotional functionality uses product designs to reflect consumer values and ideas, increasing customer satisfaction and loyalty.


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