Arguably, a new thing is defined as a good thing after undergoing product form design, technological changes, as well as perceptions of value for product innovation. Value-creating potentiality of various products adds value due to increment of technological novelty. Furthermore, its value and usefulness are in most cases socially constructed. As a matter of fact, embodying technologies of novelty are always aimed at triggering emotional and cognitive response. Such objects embodying has various characteristics, which include aesthetic, functional and symbolic properties. An emotional and cognitive response on a product underlines preliminary perception of theorizing and valuing. Certainly, innovating firms influence the responses through design and form of the product. Strategically, product form can be utilized to achieve explicit emotional and cognitive effects, as well as ensuring that primary perception of customers on value innovation is enhanced. The critical issues as to when a new thing becomes a good thing include innovation, value creation and product design.
Undeniably, innovation is the key means of value creation; it enable a company to attain competitive advantage, and to disrupt the status quo on competition, as well as displacing established competition. Innovation, give firms an opportunity to change the value of assets, as well as discovering novel combinations and uses for various existing resources. Innovation is crucial in creating novel value, but it also has its limitations. An uncertainty arises on the supply side on the level of competences required to deliver its functionality.
Based on the theoretical framework, innovation affect novel design, choices and forms in which customers are attracted to. The outer form of a novel, embodied by new technologies generates strong artifacts and objects, with aesthetic, functional and symbolic properties. It is crucial to understand how to manipulate perceptions of the consumer. This is because initial perceptions will determine successive customer behavior towards various innovations. Customers’ behaviors to be triggered include recommending it to other customers, purchasing and adopting.
Product innovations help in value creation and value seeking. Value in this scenario refers to a measure worthiness of a product in a specific social context. Firm producers engage themselves in value seeking by producing new products, with an intention of searching fresh beneficial performance. In this case, both producers and customers seek value based on expectations about various innovations that are potentially meant for value-creation. Perhaps, the values that producers expect is called intended value, this is because it reflects on their intentions and strategies. On the other hand, customer’s expected value is known as perceived value. Therefore, producers should tremendously focus in closing the gap between perceived value and intended value.
In value perception, emotional and cognitive processes are hugely beneficial. Psychologist’s asserts that, the way value judgment is made is immensely complex, yet it has various critical implications in conceptualizing judgment value. Certainly, research should first be focused on the difference in the way customers perceive things. Other scholars put more focus on schemas generic nature. Categories of products are a typical example of generic schemas that are institutionally codified awareness, as well as consensually developed. Generic schemas among individuals and individual perception on new product may vary, but judgmental skills are affected by expectations.
Unquestionably, product materials, colors, proportions and shapes are determined by form design. The outer form of a product, influences customer’s perception in many ways, which include; product form has the power to hide or emphasize diverse facets of innovations brought about by technology. Additionally, there are relationships between the customer’s emotional and cognitive response, design choices and perceived value of innovations of product. This can be analyzed through technological changes, visual appeal, visual similarity, emotional response, incongruity resolution, as well as perceived value. It is a socio-cognitive process that begins with product design choices and ends on perceived value.
Arguably, there are many challenges that come up in managing and organizing product form design. Management of form design is very complex as it may need unique organizational process, posing a lot of challenges to management. Additionally, the management process applied in technological design and form design of the product vary enormously; hence, it is difficult for firms to manage and develop both capabilities. It may require significant organizational, human and financial resources, which is unattainable for many firms.
