Malkewitz Award Winning Research on Product Design to Appear in Journal of Marketing
By Jennifer Kroll
 Keven Malkewitz, assistant professor of Marketing and Ulrich Orth, Professor and Chair of Agribusiness and Food Marketing at the Christian-Albrechts-Universität in Kiel, Germany, were presented with the "William H. Darden Award" for the paper with the best research methodology at the annual conference of the Academy of Marketing Science in Coral Gables, FL.
Using 153 wine bottles as stimuli, industrial and graphic designers rated the bottles on 63 design elements such as bottle height, size of label, and image/ground contrast.
Consumers then provided their impressions of the bottle images, addressing such managerially relevant impressions as how exciting or how sophisticated they thought the bottles were.
In addition, a paper that builds on this award winning paper will be published in the Journal of Marketing. Malkewitz remarked, "Design is extremely important in marketing products, yet it continues to be one of the most under-researched areas in marketing. I hope that this award increases interest in researching product and packaging design." | 
