The Interplay of Design and Marketing : a General Model
2010 (English)In: Irish Journal of Management, ISSN 1649-248X, Vol. 30, no 1, 1-20 p.Article in journal (Refereed) Published
Although many authors emphasise the differences and potential conflicts between product design and marketing, there appears to be a disagreement in how to handle such differences and conflicts within organisations. This paper presents a novel and general model that focuses on how different practices relating to design (self-oriented or commer- cially oriented) and marketing (product-oriented or market-oriented/customer-led) may be combined, and discusses the coordination of marketing and design when combining these practices. By introducing such a general model, this paper contributes with a new perspective on tensions and synergies that exist between design and marketing.
Place, publisher, year, edition, pages
2010. Vol. 30, no 1, 1-20 p.
Design; marketing; practice; coordination; conflicts
IdentifiersURN: urn:nbn:se:liu:diva-64437OAI: oai:DiVA.org:liu-64437DiVA: diva2:391171