We propose a data-driven network-based approach to understand the interactions among technologies, products, and customers. Specifically, the approach enables both a qualitative understanding and a quantitative assessment of the impact of technological changes on customers’ co-consideration behaviors (decision of cross-shopping) and as a consequence the product competitions. The uniqueness of the proposed approach is its capability of predicting complex co-consideration relations of products as a network where both descriptive analyses (e.g., network statistics and joint correspondence analysis) and predictive models (e.g., multiple regressions quadratic assignment procedure) are employed. The integrated network analysis approach features three advantages: (1) It provides an effective visual representation of the underlying market structures; (2) It facilitates the evaluation of the correlation between customers’ consideration preferences and product attributes as well as customer demographics; (3) It enables the prediction of market competitions in response to potential technological changes. This paper demonstrates the proposed network-based approach in a vehicle design context. We investigate the impacts of the fuel economy-boosting technologies and the turbocharged engine technology on individual automakers as well as the entire auto industry. The case study provides vehicle engineers with insights into the change of market competitions brought by technological developments and thereby supports attribute decision-making in vehicle design.
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