Purpose – To present an example of a successful attention‐generation strategy working with a win‐win logic in media. Design/methodology/approach – The research is part of a broader collaborative research approach investigating new product development processes, comprising several...

Purpose – The main objective of this article is to propose an interpretive model that attempts to decipher a product's values in terms of functionality, usability and meaning. This model can support companies in better integrating these values in their product offering and in defining the most...

Purpose – Product functionalities aim to satisfy the operative needs of the customer, while product meanings (i.e. the emotion and the symbolic values represented by the product) aim to satisfy the emotional and socio‐cultural needs of the customer. What consumers are increasingly looking...