How “smart” should smart products look? Exploring boundary conditions of the Most-Advanced-Yet-Acceptable (MAYA) principle

Akiike, Atsushi：Sotaro Katsumata：Tohru Yoshioka-Kobayashi：Chris Baumann
『Journal of Business Research』 Vol. 189 Article number 115108 （2025/02/01）

This study examines the effect of smart products’ appearance typicality on purchase intentions and the moderation effect of smart product category knowledge. Previous st…

Profiting from (not too many) package designs: evidence from a firm level design registration analysis in the food manufacturing industry

Miyanoshita, Tomofumi: Tohru Yoshioka-Kobayashi: Daisuke Kanama
『British Food Journal』 Vol. 122 No. 7 pp. 2233-2251 （2020/04/01）

The Dilemma of Design Innovation: Analysis of Mobile Phone’s Design Patent

Akiike, Atsushi: Tohru Yoshioka-Kobayashi: Sotaro Katsumata
『Annals of Business Administrative Science』 Vol. 18 No. 6 pp. 209-222 （2019/10/01）