Case 1-1 1. IDEO gets its inspiration for its product design from an idea generation called “deep dive” where the analyst completely submerges themselves in the consumer environment. 2. Successful products contain a mix of utilitarian and hedonic values. Consumers want their purchase to do exactly what it needs to do, as it raises the consumers’ social status, guarantees high quality or both. 3. The consumer expects to feel something after they buy a product. The product can give the consumer extra attention from others, or the product can perform its function flawlessly. 4. Utilitarian value is expected, but hedonic value is the game changer. The consumer expects their purchase to do the job. The consumer wants the product gives the them a feeling after its purchase. 5. Edison’s” genius is 1 % inspiration and 99% perspiration,” observation is partially correct. I feel ambition as a component because anyone can have inspiration and work hard. Ambition adds the constant want to move higher while perspiring.
Case 1-2 1. It seems luxury products were invented in Western Europe and introduced to the United States. Western Europe also invented the first car. The United States, as well as Japan, have made most of the technology innovations and introduced them around the world. 2. Canon (Japan), Vizio (US), Ralph Lauren (US), Skullcandy (US), Sony (Japan). Most of my products are made from American companies. Some companies, like Vizio, actually get most of their product parts from foreign companies and assemble them in the US. Most technology comes from the US, while some designer clothes are from Europe. 3. Most of my colleagues know that certain brands are foreign, but when asked where the product came from, most of them didn’t know. 4. Perceptual Map

5. Companies can continue what they are doing. They can offer their