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Les stratégies d'enrichissements sont-elles toujours pertinentes dans le secteur de l'automobile ?

Author

Listed:
  • Arnaud Riviere

    (Université Francois Rabelais [Tours])

Abstract

Are the products enhancement strategies still relevant for the car industry? For years, car manufacturers kept adding more equipment to their cars, but the success of the low- cost products is leading car makers to wonder about the effectiveness of such sophistication. This article aims at helping managers think it over and demonstrates that the enhancement strategies of complex goods can only increase the perceived emotional value of a car and cause, in some cases, a decrease of the perceived social and economic product value. These effects can somewhat be explained by the perceived price and the perceived functional advantage of the newly added feature. Nevertheless, its perceived learning costs do not affect the perceived value of good.

Suggested Citation

  • Arnaud Riviere, 2013. "Les stratégies d'enrichissements sont-elles toujours pertinentes dans le secteur de l'automobile ?," Post-Print hal-02397333, HAL.
    • Handle: RePEc:hal:journl:hal-02397333
    DOI: 10.7193/DM.069.25.42
    as

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