Optimization of product line design for environmentally conscious technologies in notebook industry

Promotion of green technologies related to notebook computer will have significant benefits in the environment. Notebook companies need to make a careful market assessment for green technologies. Due to the variety of consumer preferences for green technologies, as well as a hot competitive climate in notebook market, consumer preferences should be taken into consideration during the assessment process. This study classifies the green technologies of notebook industry. Some green technologies are not controlled by the environmental regulations but are popular among customers. This study named this kind of technologies niche green technologies. The product line design model can evaluate the design scheme based on customer preferences. Therefore, this study uses conjoin analysis to investigate the consumers' preferences for assorted technology. Subsequently, product line design model is utilized to seek the optimal scheme of niche green technologies adoption based on the consumers' preference. Results of conjoint analysis reveal that consumers value two attributes, including price and size. Furthermore, the preferences for niche green technologies in solid state drive disk and light emitting diode backlight surpass the former technology. After the assessment of market situation with product line design model, two types of niche green technologies, including lithium polymer battery and light emitting diode backlight are suggested for the adoption of new products design.

Keywords
Conjoint analysis; Consumer preferences; Environmental regulations; Green technologies; Notebook computer