Consumer behavior can be modeled using a decision-making process termed “consideration” in which consumers form requirements, “consideration rules,” in order to narrow their options for further evaluation. One type of consideration rule is the conjunctive rule, where a consumer makes a list of requirements and a product must meet all of the requirements in order to be considered for purchase, such as “the vehicle must get 25 miles per gallon or more”; “it must be priced at $22,000 or less”; and “it must be a standard-sized sedan.” This paper offers a design framework for linking these consideration rules with design. We demonstrate the use of our framework with a case study, namely the Volkswagen (VW) “clean diesel” scandal, which investigates the design strategies used in response to the scandal by capturing considerations within the marketing product planning subproblem and assuring engineering feasibility within the engineering design subproblem.
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June 2019
Technical Briefs
Consideration-Constrained Engineering Design for Strategic Insights
Minhua Long,
Minhua Long
Mechanical Engineering,
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: mlong@epri.com
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: mlong@epri.com
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Michael Erickson,
Michael Erickson
Mechanical Engineering,
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: michaelanderickson@gmail.com
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: michaelanderickson@gmail.com
Search for other works by this author on:
Erin F. MacDonald
Erin F. MacDonald
Mechanical Engineering,
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: erinmacd@stanford.edu
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: erinmacd@stanford.edu
Search for other works by this author on:
Minhua Long
Mechanical Engineering,
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: mlong@epri.com
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: mlong@epri.com
Michael Erickson
Mechanical Engineering,
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: michaelanderickson@gmail.com
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: michaelanderickson@gmail.com
Erin F. MacDonald
Mechanical Engineering,
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: erinmacd@stanford.edu
Building 530, 440 Escondido Mall,
Stanford, CA 94305-3030
e-mail: erinmacd@stanford.edu
Contributed by the Design Theory and Methodology Committee of ASME for publication in the JOURNAL OF MECHANICAL DESIGN. Manuscript received September 15, 2017; final manuscript received October 27, 2018; published online January 31, 2019. Assoc. Editor: Christopher Mattson.
J. Mech. Des. Jun 2019, 141(6): 064501 (8 pages)
Published Online: January 31, 2019
Article history
Received:
September 15, 2017
Revised:
October 27, 2018
Citation
Long, M., Erickson, M., and MacDonald, E. F. (January 31, 2019). "Consideration-Constrained Engineering Design for Strategic Insights." ASME. J. Mech. Des. June 2019; 141(6): 064501. https://doi.org/10.1115/1.4041916
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