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During the last decade, the dominant design of display has been LCD, and it has been led by Korean manufacturers. However, their leading positions has been recently threatened by Chinese manufacturers, Korean manufacturers are endeavoring to move toward next generation display technologies. They embarked on standards battle to win dominant design especially in the next generation display market for TVs by launching new technologies such as Quantum-dot display and OLED. While there are a number of factors of dominant design, it is expected that the technical attributes of the technology itself may be the most significant factor. For this reason, this research scrutinizes consumer preferences for technical attributes, and attempts to provide implications for standards battle in the display (for the TVs) sector. For this purpose, we employed a conjoint analysis for the preferences of potential consumers. The results show that potential consumers prefer displays with higher resolution, natural color, and durabillity. ■ keyword :∣Display∣QLED∣OLED∣Standard∣Dominant Design∣Conjoint∣ *    (2017K000455)  (2018-0439)  .  : 2019 04 09  : 2019 06 07  : 2019 06 24  : , e-mail : iyji@koreatech.ac.kr  '19 Vol. 19 No. 6 664

An Analysis of Consumer Preferences for Forecasting a Dominant Design of the Next Generation TV Display Technology: A Conjoint Analysis