The construal level theory explains a decision making process of consumer's choice behavior. However, since most of the existing studies are validated using data sets observed in laboratory experiments, there is insufficient discussion on the effectiveness of the findings revealed in the existing studies in real services. In this paper, we conduct an empirical analysis of construal level theory for individual consumers' price responses using purchase history data on retail stores. We use a hierarchical Bayesian multinomial logit model to analyze the relationship between the construal level and the price response of brand choice. The results show that some knowledge about consumer behavior and construal levels can be extracted by using purchase history data without any experimental design in actual retail stores.

This study aims to evaluate design department’s capabilities for servitization based on the "Servitization Maturity Model". To do so, first, we identified design processes that were performed by the design department. Then, we compared these design processes to capabilities proposed in the Servitization Maturity Model, and could associate design processes with 21 out of 46 capabilities required for servitization. Finally, based on the result, plans for improving processes were developed, and we created four new ones. Furthermore, we proposed a flow map that represents the relationship between design processes and capabilities for servitization, aiming to accumulate knowledge on design activities as well as to share them between the design and other departments.