Quantify the intangible: measuring the value of innovation. The contribution of the conjoint analysis

Any organizational action aimed at product innovation relies on the ability to design, implement and transfer real value to the customer. The maximization of this expression is today the dominant paradigm of any evolved organization and evidently transits from a simultaneous mapping of the internal cost structure and the utility generated for external contractors. If the first point is usually traced accurately and precisely, being able to make use of sophisticated analytical support architectures, the second term of the value equation is intrinsically more uncertain quantification.

To overcome this asymmetry, very rigorous investigation techniques have been developed over the last few decades aimed at measuring the perception of utility connected to new products and its specific components, translating the technological components introduced into economic terms. The goal is, precisely, to arrive at the design of a new product and the consequent construction of an offer that maximizes the positive gap between production costs incurred and utility generated for the customer.

Target

The objective of the meeting is to analyze in an operational and concrete way the most widespread and used investigation technique developed in order to translate the perception of value conferred by the technological components of the product into monetary units, or the conjoint analysis. By examining real cases and a simulation developed in the classroom, we want to allow each participant a critical appreciation of the technique and its possible effects in the design and development of new products.

The meeting will be held by prof. Gian Luca Marzocchi, from the University of Bologna, and is aimed at an audience of professional profiles of technological extraction operating in functions such as R&D/Technical Office/Innovation.

Bio

Gian Luca Marzocchi has been Full Professor of Economics and Business Management since 2000 at the School of Economics and Management of the University of Bologna, where he holds courses in Consumer Behavior and Marketing, Assessment of the Quality of Services and Customer Value Management. He is Senior Faculty of Bologna Business School, the Graduate School of Management of the University of Bologna. He is a member of the University Brand Commission. He is President of the University Quality Presidium.

His research interests currently focus on four main themes: the verification and application of measurement models of service quality and customer satisfaction; the analysis of inter-organizational relationships within the distribution channels; branding issues; the problems of intertemporal choice,

His scientific works have appeared in numerous industry magazines including the Journal of Applied Psychology, Psychology and Marketing, Journal of Economic Psychology, European Journal of Marketing, Entrepreneurship Theory and Practice, Journal of Operational Research Society.