Martin Schwemmle develops a scale that allows scientists and practitioners to measure product design across different product categories. He demonstrates that product design influences consumers' purchase intentions, word-of-mouth communication, and willingness to pay. The Institute for Market-Oriented Management (IMU) was re-established at the University of Mannheim in 1999. It serves as a platform for application-oriented research and as a forum for dialogue between science and practice. The aim of this series of publications is to disseminate scientific findings that are relevant to market-oriented management.