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Newsmakers

Kumar Sarangee : Designed to Succeed : American Marketing Association

LSB’s Kumar Sarangee co-wrote an article for the American Marketing Association about “Dimensions of Product Design and Their Impact on Market Share.”

Kumar Sarangee, associate professor of marketing, co-wrote an article for the American Marketing Association about “Dimensions of Product Design and Their Impact on Market Share.”

An excerpt from the piece:
We study the impact on market share of three dimensions of design—form, functionality, and ergonomics—and find that they are interrelated; once an acceptable level of functionality is achieved, manufacturers are best served to choose between investing in form or in functionality and ergonomics.

Find the full article here »

Learn more about Professor Kumar Sarangee »

LSB Newsmakers, MKTG, Kumar Sarangee, LSB Faculty,