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The Interplay of Design and Marketing: a General Model
Linköping University.
Stockholm University, Faculty of Social Sciences, Stockholm Business School, Marketing.
2010 (English)In: Irish journal of management, ISSN 16949-248X, Vol. 30, no 1, 1-20 p.Article in journal (Refereed) Published
Abstract [en]

Although many authors emphasise the differences and potential confl icts between productdesign and marketing, there appears to be a disagreement in how to handle suchdifferences and confl icts within organisations. This paper presents a novel and generalmodel that focuses on how different practices relating to design (self-oriented or commerciallyoriented) and marketing (product-oriented or market-oriented/customer-led) maybe combined, and discusses the coordination of marketing and design when combiningthese practices. By introducing such a general model, this paper contributes with a newperspective on tensions and synergies that exist between design and marketing.

Place, publisher, year, edition, pages
2010. Vol. 30, no 1, 1-20 p.
Keyword [en]
marketing, design
National Category
Business Administration
Research subject
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-65315OAI: oai:DiVA.org:su-65315DiVA: diva2:462263
Available from: 2011-12-06 Created: 2011-12-06 Last updated: 2015-09-14Bibliographically approved

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