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Variety is the Spice of Life: How Design Diversity Can Enhance Profitability

In: Profiting from Diversity

Author

Listed:
  • Gloria Moss

Abstract

Some farsighted individuals have pointed to the importance of delivering products that match consumer preferences. A case in point is the business guru, Michael Hammer, who spoke of the need for products to be shaped around the ‘unique and particular needs of the customer (Hammer 1995, 21) and for products and services to be ‘configured to’ the needs of customers (ibid., 21). In the field of branding, similarly, an academic, Karande, has similarly made a case for congruence between the brand personality and the consumer’s self-concept on the basis that purchases offer a vehicle for self-expression (Karande et al. 1997).

Suggested Citation

  • Gloria Moss, 2010. "Variety is the Spice of Life: How Design Diversity Can Enhance Profitability," Palgrave Macmillan Books, in: Gloria Moss (ed.), Profiting from Diversity, chapter 7, pages 119-134, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27388-7_7
    DOI: 10.1057/9780230273887_7
    as

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