The Total Design Concept By Raji Srinivasan University of Texas, Austin Gary L. Lilien Arvind Rangaswamy The Pennsylvania State University Gina M. Pingitore Daniel Seldin J.D. Power and Associates ISBM Report 08-2008 Institute for the Study of Business Markets The Pennsylvania State University 484 Business Building University Park, PA 16802-3603 (814) 863-2782 or (814) 863-0413 Fax www.isbm.org , isbm@psu.edu