Comparativa durante la crisis económica del 2007

Kelly developed the repertory grid theory in the 1950’s. Fransella and Bannister in their manual on repertory grid technique state that, 'Kelly devised repertory grid technique as a method for exploring personal construct systems. It is an attempt to stand in others ’ shoes, to see their world as they see it, to understand their situation, their concerns. ’ (Fransella and Bannister, 1977). The repertory grid provides a basis for extracting the views or values that people hold about an entity or entities and can be used to model expertise. ‘The repertory grid was an instrument designed by Kelly to bypass cognitive defences and give access to a person’s underlying construction system by asking the person to compare and contrast relevant examples (significant people in the person’s life in the original application). This use o f relevant examples has also been important in the application o f repertory grids to expertise modelling. ’ (Gaines and Shaw, 1993). Before the design process commenced repertory grid exercises were conducted using software that enabled the results to be graphically plotted relatively quickly. Manual elicitation of the results would have been an extremely time consuming process. Gaines and Shaw emphasise that, 'repertory grid methodologies are difficult to undertake manually as they require feedback and management from the elicitor while at the same time attempting to avoid inter­ personal interactions that would distort the elicitee’s conceptual structures. Hence the advent o f the personal computer in the mid-1970s and its evolution into the graphic workstations o f the 1980s has been very significant fo r the practical application o f the approach.’ (Gaines and Shaw, 1993).

In the field study repertory grid exercises were conducted with the design team to elicit the predominant design values the design team held about brand X and assess where the design team saw the positioning of the four product ranges in relation to these values. The result of these exercises are demonstrated in figure 4.3 and 4.4. Other repertory grid exercises were also conducted to elicit and verify the brand’s market position in relation to its competitors and the results can be seen in figure 4.5 and 4.6.

There were two main advantages to conducting the repertory grid exercises. Firstly they provided a tool to draw out the brand values the design team thought should be inherent in the product range and assess whether the product development team all held the same values about the products they were designing. This was important since the data within the knowledge base would be gleaned from all the members of the product development team and if there were discrepancies between the design

values held by the different members, it might account for inconsistencies in the information collected. Secondly, from the knowledge engineer’s point of view, going through the repertory grid exercises was a good precursor to attending the design meetings and collecting the design rationale data. Conducting the repertory grid exercise on both the brand values and market positioning facilitated a more in depth understanding of the company’s design strategy and market, which made the content of the design meetings at a later date, easier to comprehend. Gaines and Shaw reinforce the value of using the repertory grid in the early stages of the knowledge elicitation process: "The grid is the starting point fo r analysis and refinement, not necessarily in itself a conceptual structure, but rather a set o f data that must be accounted fo r by any conceptual structure developed.' (Gaines and Shaw, 1993)

Figure 4.3: Repertory Grid - The Product R an ges’ Positioning in Relation to the Brand V alues

W est C o a st

Non-Traditional Sports

^Expensive

White American Orientation

/ ^/A uthentic Fabrics

fgh Perceiyeo Value Function :«5an Irreverent A u th en tics • lemiotics Contemporary Youthful Rapid Product Change

T ranslation *--- 'Original

^ ra d i^ l Product Change • Authentic lature Appei

Euroi Lack of *em ioü

Form

.ow Perceived Value

Conservative E ast C o a st lerican Orientation BlacI Inexpensive Performance Fabrics Traditional Sports e C la s s ic s 73

Figure 4.4: E liciting the P osition in g o f the Product Ranges in Relation to the Brand V alues

Expensive

High P erceived V alue

A m erican

Sem iotics

Y outhful Appeal

W hite A m erican O rientation

A uthentic Fabrics

A uthentic

Function

O riginal

G radual P roduct Change

C onservative T raditional Sports 2 5 8 9 1 7 4 3 6 2 3 1 4 100 90 80 70 10 L East Coast W est C oast C lassics 1 A uthentics Inexpensive

Low Perceived Value

European

Lack o f Sem iotics

M ature Appeal

Black A m erican O rientation

Perform ance Fabrics

C ontem porary

Form

Translation

Rapid Product C hange

Irreverent

N on-Traditional Sports

100 90 80 70 60

— I I I 1

Figure 4.5: Repertory Grid - The Brand’s Market Position in Relation to its Competitors

Function O Brand X's D esired P o sitio n

Authentic

Original Sports

White American Orientation

Americj Non-Rboid Product Change

R eebok

• Logo Unimportant

Adult

Fabrics

irmai _{Sem iotics}

Brand X •

Low Perceived Val^e__ Conservative

las

^Irreverent High Perceived Value

• Nike Logo Important Youth insive authentic Fabrics Lack of Semiotics

lapid Prod uct C h a n g e

uropean

Black American Orientation Fashion

Translated'

Contemporai

Form

Figure 4.6: E liciting The Brand’s Market Position in Relation to its Competitors

Huropean 1 5

IZJ

3 ‘

2 :

2 9 1 Am erican ... ... Rapid Product C hange 14 6 5 4 2 4

LzJ

14 Non-Rapid Product Change

Form 5

Z ]

5 1 2 7

1[ ’

5 Function

Contem porary 2 3 6 2 3 7 9 2 Authentic ... ... T ranslated 3 2 5 I 1 9 j[ 8

1

^

3 Original Fashion 4 7 5 3 I 9 II 8 1 9 4 Sports

Authentic Fabrics 9 7 6 4 9 II 8 6 9 Perform ance Fabrics Inexpensive 8 5 4 1

’ II

■

9 I 8 7 8 Expensive Low Perceived Value 10 4 3

’ II'

®

II 7 8 10 High Perceived Value Logo Unim portant 11 1

^

₁

: *

_II

" 1

7 I

1

8 11 Logo Important

Adult 6 2

'

F l F l 6 6 Youth

Conservative 7 1 6 _{’ II}

' ^ i

5 9 7 Irreverant ... Lack o f Sem iotics 12 1 3 4 6 S 9 12 Sem iotics ... W hite A m erican Orientation 13 1 2 8

1

7 1 6 5 13 Black Am erican Orientation

4 1 2 5 3 6

L

6 C onverse's Desired Position 3 Adidas ... 1 Converse ... 4 Reebok ... 100 90 80 70 —I I 100 90 80 70 60 I I I I I 76

In document El mercado de trabajo en España Un análisis comparativo (página 55-67)