International Top-Level Award for Marketing Researchers from Mannheim
A journal article on product design by Professor Dr. Dr. h.c. mult. Christian Homburg and two of his assistants has been awarded by the American Marketing Association and the Journal of Marketing.
Presse release / June 3, 2016
Professor Dr. Dr. h.c. mult. Christian Homburg, holder of the Chair of Business-to-Business Marketing, Sales and Pricing at the University of Mannheim, Business School and Director of the Institute for Market-Oriented Management (IMU) has been awarded with one of the most important awards in marketing research. Together with his former research assistant Dr. Martin Schwemmle and his assistant professor Dr. Christina Kühnl, he has received the “Shelby D. Hunt/Harold H. Maynard Award 2015” for a study published in May 2015 in the Journal of Marketing.
The article "New Product Design: Concept, Measurement, and Consequences" centers around product design and defines its essential dimensions: aesthetics, functionality and symbolism. In order to rate product design, the authors have – with the help of an impressive set of data from over 8,000 consumers – developed a scale based on these features. Furthermore, their research shows that product design positively influences attitude, purchase intention, willingness to pay and word of mouth, directly or indirectly.
The awarding highlights the meaning of the article for theory and practice and is also a sign for the extraordinary quality of marketing research at the University of Mannheim and in particular the chair of Professor Homburg.