The relationship between design sourcing strategies and the desired company brand image
2011 (English)Conference paper, Presentation (Other academic)
This paper aims to explore how design-led companies, i.e. “companies characterized by a dominant logic that views design as central to [their] strategic positioning” (Beverland and Farrelly, 2007), source external design resources. It also aims to explore whether and how different sourcing strategies regarding these resources are related to these companies’ design philosophy and desired brand image, i.e. how the company is perceived externally by customers etc. The paper builds on in-depth interviews with managers from six Swedish furniture manufacturers. A tentative model of the relationship between companies’ design sourcing strategies and their desired company brand image is presented and discussed.
Place, publisher, year, edition, pages
IdentifiersURN: urn:nbn:se:liu:diva-100147OAI: oai:DiVA.org:liu-100147DiVA: diva2:660377
18th International Product Development Management Conference (IPDMC), June 5-7, Delft, The Netherlands