IDEAS home Printed from https://ideas.repec.org/p/hal/journl/hal-01217316.html
   My bibliography  Save this paper

Evaluation and categorization of new hybrid products. An application to electronic devices

Author

Listed:
  • Madeleine Besson

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • El Amri Dhouha

    (IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris])

  • Abdelmajid Amine

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

We are currently witnessing an increasing number of launches of new hybrid products (NHPs), created on the basis of existing products with the addition of new functionalities from other products, particularly in the high-tech sector with its convergence of technologies. These new hybrid products enlarge the range of choices and possible uses available to consumers, but give rise to uncertainty as to how to assess and categorize them. The aim of this study is to shed light on the evaluation and classification of new hybrid products, by mobilizing and articulating theories of categorization and affordance. A qualitative study explores the relevance of these theories in understanding how consumers cope with the problem of classifying and evaluating a new hybrid product. Our findings highlight the link between affordance and categorization, taking into account homology- and analogy-based similarity. Finally the theoretical and managerial implications of the study are finally addressed.

Suggested Citation

  • Madeleine Besson & El Amri Dhouha & Abdelmajid Amine, 2012. "Evaluation and categorization of new hybrid products. An application to electronic devices," Post-Print hal-01217316, HAL.
    • Handle: RePEc:hal:journl:hal-01217316
    as

    Download full text from publisher

    To our knowledge, this item is not available for download. To find whether it is available, there are three options:
    1. Check below whether another version of this item is available online.
    2. Check on the provider's web page whether it is in fact available.
    3. Perform a search for a similarly titled item that would be available.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:hal-01217316. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.