Review of Advanced Product Design Techniques Aiming to Capture Marketing Outcomes

Abstract

Background: The purpose of this paper is to critically review the studies that deal with advanced product design techniques in order to identify the research gaps and provide recommendations for future research. Methods: To this end, a systematic review of literature on advanced product design techniques was conducted over a period of nearly ten years between 2010 and 2019, and a new model has been developed on the basis of insights from prior research. Results: Based on the extensive literature review, the authors identified key product design theories, methodologies, and several research clusters, in which product design techniques appear to hold particular promise in terms of capturing positive consumer behavior outcomes. Conclusions: To the best of the authors’ knowledge, the present review is the first of its kind to provide deeper insights into advanced analytical areas for future product design research (presented as propositions) aiming for high reliability.