Produkthype: En fallstudie (En kvalitativ undersökning om vad som ligger bakom en produkthype)

Sammanfattning: To identify the underlying forces behind a product hype is difficult and the findings often seem random and unclear. To create a better understanding behind the affecting mechanisms would consequently be a valuable addition to the surrounding research area. The purpose of this paper is to understand if there exist common denominators between different product hypes and in such a case, which these are and how they function. By conducting a case-study on four products which have enjoyed immense sale success on the Swedish market, the possible presence of structural resemblance will be analyzed. From the study we can conclude common denominators such as the presence of an underlying trend and an overbalance of indirect decision basis do exist. The paper adds a new vertical in the research around diffusion of innovations and augments information that can be of use to both academics and product managers.