The Interplay of Design and Marketing: a General Model
2010 (English)In: Irish journal of management, ISSN 16949-248X, Vol. 30, no 1, 1-20 p.Article in journal (Refereed) Published
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.
Research subject Business Administration
IdentifiersURN: urn:nbn:se:su:diva-65315OAI: oai:DiVA.org:su-65315DiVA: diva2:462263