DESIGNOR: A decision support procedure for industrial product design

Jean Marie Choffray, Gary L. Lilien

Research output: Contribution to journalArticlepeer-review

10 Scopus citations


This paper presents a model-based methodology called DESIGNOR to support design decisions for new industrial products. Models and measurements are developed to assess the relationship between product features and market potential. The methodology incorporates a measurement survey for model calibration and leads to empirical tradeoff curves between design dimensions. The approach handles discrete as well as continuous features and can be incorporated into a procedure aimed at finding a profit maximizing design. It can be used to support decisions concerning product design as well as for product line expansion. The approach provides a consistent way of evaluating market potential for new industrial products and presents important advantages over other product design methodologies.

Original languageEnglish (US)
Pages (from-to)185-197
Number of pages13
JournalJournal of Business Research
Issue number2
StatePublished - Jun 1982

All Science Journal Classification (ASJC) codes

  • Marketing


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