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  • 1.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Consequenses of design outsourcing on firm-level product strategy: A multiple case study within the furniture industry2011In: 18th International Product Development Management Conference, "Innovate through design", Delft, June 6-7, 2011, 2011Conference paper (Refereed)
    Abstract [en]

    This paper aims to explore the sourcing strategies of companies when contracting external design resources, i.e. how and why companies select and manage their portfolio of external design resources. It also aims to explore how these sourcing strategies may be related to companies’ firm-level product strategy and their brand identity. The paper builds on interviews with managers from six Swedish furniture manufacturers. A tentative model for the relationship between the firms’ brand identities and their sourcing practices is presented and discussed.

  • 2.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Design and Marketing: Insights on determinants of the dynamics of new product developmen processes2012Conference paper (Other academic)
  • 3.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Design-led organisations: A multiple-case study of the interplay between design and marketing2011Licentiate thesis, comprehensive summary (Other academic)
    Abstract [en]

    The overall purpose of this thesis is to contribute to the knowledge base concerning the interplay between design and marketing. Based on the findings from the empirical studies, the aim of this thesis is to describe and analyze how marketing and design interplay in companies and the main reasons for such interplay. The research builds upon a multiple-case study of companies mainly within the furniture manufacturing industry. The research focus is the study of companies described as “design led”, i.e. “characterized by a dominant logic that views design as central to the companies’ strategic positioning”(Beverland and Farrell, 2007). Three different interfaces between design and marketing within the company and towards its external actors are studied.

    The studied companies illustrate how a company’s desire to create a brand that is closely related to product design creates an effect on internal activities as well as the interfaces to external actors, e.g. customers and suppliers. Based on empirical findings, it is proposed that by being design-led, companies may not only create a competitive advantage connected to the good itself and its product design, but also through its potential to offer new products based on the company’s design competence and its brand image. One such example of new potential is the offering of an integrated interior solution and the concept of “aesthetic complexity” that is introduced and suggested as a driver for such solutions.

    Moreover, a more general model on the interplay between product design and marketing compared to those previously presented in literature is suggested. This model considers the different company approaches to design, e.g. more or less selforiented, and marketing, e.g. more or less market-oriented. It is proposed that depending on the company’s approach to design and marketing, the coordination between design resources and marketing within the company should be managed differently.

    This thesis also presents a tentative model on the relationship between the companies’ different desired brand images and their sourcing of external designers. It is proposed that a company’s desired brand image and its design philosophy affect the company’s practices when sourcing external design resources, e.g. in the choice of contracting more or less well-known designers.

    The conclusions presented in this licentiate thesis may serve as a starting point for managers to understand the interplay between design and marketing in companies. Although still tentative, the conclusions suggest a number of marketing-related prerequisites and consequences when a company aims to be design-led. By considering these different aspects, companies might improve their chances of being successful when creating a brand image that is closely connected to design.

    List of papers
    1. The Interplay of Design and Marketing : a General Model
    Open this publication in new window or tab >>The Interplay of Design and Marketing : a General Model
    2010 (English)In: Irish Journal of Management, ISSN 1649-248X, Vol. 30, no 1, p. 1-20Article in journal (Refereed) Published
    Abstract [en]

    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.

     

    Keywords
    Design; marketing; practice; coordination; conflicts
    National Category
    Social Sciences
    Identifiers
    urn:nbn:se:liu:diva-64437 (URN)
    Available from: 2011-02-16 Created: 2011-01-24 Last updated: 2013-10-29Bibliographically approved
    2. Determinants of integrated solutions: exploring the role of technological context
    Open this publication in new window or tab >>Determinants of integrated solutions: exploring the role of technological context
    (English)Manuscript (preprint) (Other academic)
    Abstract [en]

    Purpose – Existing literature on integrated solutions has neglected the influence of technological context. Given the increased interest in solutions as a means of meeting an increasing competition in many different industries, there is reason to investigate this issue further. Therefore, the purpose of this paper is to develop a conceptual model of the relation between technological context and solutions offerings.

    Design/methodology/approach – Qualitative data from in-depth interviews with executives at seven furniture manufacturing firms were investigated and a conceptual model was developed from the data.

    Findings – The empirical data reveals that aspects of solutions offerings may exist also in industries with products conventionally seen as relatively low in complexity. A model for relationships between different aspects of complexity and solutions is proposed and an expansion of the complexity concept suggested. As such, the paper expands the knowledge on both solutions strategy and complexity.

    Practical implications – A conceptual model is suggested that may guide managers in the development of their marketing strategies, where the adoption of a solutions strategy is guided by the degree of complexity of the product or system being developed and offered to their customers.

    Research limitations/implications – The proposed conceptual model needs to be refined and further investigated empirically, and influences of other contextual factors than the degree of complexity should be investigated.

    Originality/value – The paper focuses on the relevance of solutions as a strategy in different technological contexts and contributes with a novel perspective on solutions strategy, incorporating influences of dimensions of the technological context.

    Keywords
    Solutions, Services, High-Tech, Low-Tech, Product Complexity
    National Category
    Engineering and Technology
    Identifiers
    urn:nbn:se:liu:diva-75150 (URN)
    Available from: 2012-02-17 Created: 2012-02-17 Last updated: 2012-02-20Bibliographically approved
    3. The Interplay of Design and Marketing : a General Model
    Open this publication in new window or tab >>The Interplay of Design and Marketing : a General Model
    2010 (English)In: Irish Journal of Management, ISSN 1649-248X, Vol. 30, no 1, p. 1-20Article in journal (Refereed) Published
    Abstract [en]

    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.

     

    Keywords
    Design; marketing; practice; coordination; conflicts
    National Category
    Social Sciences
    Identifiers
    urn:nbn:se:liu:diva-64437 (URN)
    Available from: 2011-02-16 Created: 2011-01-24 Last updated: 2013-10-29Bibliographically approved
    4. The sourcing of external design resources in design-led companies
    Open this publication in new window or tab >>The sourcing of external design resources in design-led companies
    2011 (English)Conference paper, Published paper (Other academic)
    Abstract [en]

    This paper aims to explore the practices of design-led companies, i.e. “companies characterized by a dominant logic that views design as central to the companies’ strategic positioning” (Beverland and Farrell, 2007), when sourcing external design resources. It also aims to explore if and how these practices are related to the companies’ design philosophies and desired brand image. The paper builds on interviews with managers from six Swedish furniture manufacturers. A tentative model for the relationship between the firms’ different brand images and their sourcing practices is presented and discussed.

    National Category
    Engineering and Technology
    Identifiers
    urn:nbn:se:liu:diva-75151 (URN)
    Conference
    18th International Product Development Management Conference (IPDMC), June 5-7, Delft, the Netherlands
    Available from: 2012-02-17 Created: 2012-02-17 Last updated: 2012-02-20Bibliographically approved
  • 4.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology.
    The relationship between design sourcing strategies and the desired company brand image2011Conference paper (Other academic)
    Abstract [en]

    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.

  • 5.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    The sourcing of external design resources in design-led companies2011Conference paper (Other academic)
    Abstract [en]

    This paper aims to explore the practices of design-led companies, i.e. “companies characterized by a dominant logic that views design as central to the companies’ strategic positioning” (Beverland and Farrell, 2007), when sourcing external design resources. It also aims to explore if and how these practices are related to the companies’ design philosophies and desired brand image. The paper builds on interviews with managers from six Swedish furniture manufacturers. A tentative model for the relationship between the firms’ different brand images and their sourcing practices is presented and discussed.

  • 6.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Economics. Linköping University, The Institute of Technology.
    Visual aesthetics in product development: A balance between commercial and creative imperatives2013Doctoral thesis, comprehensive summary (Other academic)
    Abstract [en]

    The literature presents a number of advantages regarding companies’ strategic focus on product design, arguing that the dimension of visual aesthetics in products may help a company to create commercial success, e.g. through product differentiation and as a means of company brand recognition. However, developing new products that have visual aesthetics as an important dimension is not without difficulty, and may lead to a number of managerial challenges.

    The purpose of this doctoral thesis is to describe and analyse how companies develop products that have visual aesthetics as an important dimension. The thesis describes and analyses: how the dimension of visual aesthetics affects the characteristics of the new product development process; how companies strike a balance between commercial and creative imperatives during new product development; and how companies source and collaborate using artistic design resources during new product development.

    Based on findings from five new product development projects and from interviews with managers at twelve Swedish designer furniture manufacturers, the thesis concludes that the dimension of visual aesthetics in products affects new product development in different ways. First, companies’ development of visual aesthetics calls for a more creative, artistic development process whereby, for example, idea generation and evaluation are often flexible in relation to plans made. Moreover, the different and subjective judgement of the aesthetic value of products has implications for new product development, e.g. that the company needs to address and balance imperatives stemming from different audiences, i.e. the designer’s self, peers, and the mass market, during product development. Also, it is concluded that the sourcing of designer resources and the composition of designer portfolios are both critical and related to companies’ desired brand image. A close and trustful working relationship between the designer and the manufacturer is a basis for companies’ successful product development.

    Theoretically, this research contributes to the product development literature through its findings on companies’ new product development processes in a seldom researched context, i.e. the development of designer products. Additionally, it contributes to the literature on design outsourcing by presenting new findings on the interplay between artistic design resources and managers. Moreover, it also contributes to the marketing literature by providing fresh insights into how companies balance their commercial and creative interests when developing new products.

    List of papers
    1. The Interplay of Design and Marketing : a General Model
    Open this publication in new window or tab >>The Interplay of Design and Marketing : a General Model
    2010 (English)In: Irish Journal of Management, ISSN 1649-248X, Vol. 30, no 1, p. 1-20Article in journal (Refereed) Published
    Abstract [en]

    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.

     

    Keywords
    Design; marketing; practice; coordination; conflicts
    National Category
    Social Sciences
    Identifiers
    urn:nbn:se:liu:diva-64437 (URN)
    Available from: 2011-02-16 Created: 2011-01-24 Last updated: 2013-10-29Bibliographically approved
    2. The relationship between design sourcing strategies and the desired company brand image
    Open this publication in new window or tab >>The relationship between design sourcing strategies and the desired company brand image
    2011 (English)Conference paper, Oral presentation only (Other academic)
    Abstract [en]

    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.

    National Category
    Business Administration
    Identifiers
    urn:nbn:se:liu:diva-100147 (URN)
    Conference
    18th International Product Development Management Conference (IPDMC), June 5-7, Delft, The Netherlands
    Available from: 2013-10-29 Created: 2013-10-29 Last updated: 2013-10-29
    3. New Product development in design-led organizations: Insights from the Swedish furniture manufacturing industry
    Open this publication in new window or tab >>New Product development in design-led organizations: Insights from the Swedish furniture manufacturing industry
    2012 (English)In: Leading Innovation through Design. Proceedings of the DIMI 2013 International Research Confernece, August 8-9, 2012, Boston, MA, USA / [ed] Erik Bohemia, Jeanne Liedtka and Alison Rieple, 2012, p. 735-745Conference paper, Published paper (Refereed)
    Abstract [en]

    The overall aim of this research is to provide new knowledge on how a design-centric logic affects the new product development process. The study focuses on the early stages of new product development, i.e. the new product strategy formulation, idea generation, idea screening, and concept development and testing (Borja De Mozota, 2004, p.120). These early stages are proven critical for successful product development and are depending on a successful interplay between design and other functional areas involved in product development. The findings from a qualitative study of five new product development projects in two design-led organizations are presented.

    Keywords
    design-led, new product development, organizational logic
    National Category
    Business Administration Design
    Identifiers
    urn:nbn:se:liu:diva-80999 (URN)978-0-615-66453-8 (ISBN)
    Conference
    12th International Research Conference, Design Management Institute, Boston, USA, August 8-9, 2012
    Available from: 2012-09-20 Created: 2012-09-05 Last updated: 2018-10-18Bibliographically approved
    4. The Applicability of Integrated Solutions Offerings: Differential Effects of Product Complexity
    Open this publication in new window or tab >>The Applicability of Integrated Solutions Offerings: Differential Effects of Product Complexity
    2013 (English)In: Journal of Relationship Marketing, ISSN 1533-2667, E-ISSN 1533-2675, Vol. 12, no 1, p. 59-78Article in journal (Refereed) Published
    Abstract [en]

    The purpose of this paper is to develop a conceptual model of the influences of product complexity on the applicability and adoption of solutions offerings as a marketing strategy. Qualitative data from in-depth interviews with executives at seven furniture manufacturing firms were investigated and a conceptual model was developed. Based on the results, a model for relationships between different aspects of complexity and solutions is proposed and an expansion of the complexity concept suggested. The paper expands the knowledge on both solutions strategy and complexity and may also guide managers in the development of their marketing strategies.

    Place, publisher, year, edition, pages
    Taylor & Francis, 2013
    Keywords
    high-tech, low-tech, product complexity, services, solutions
    National Category
    Business Administration
    Identifiers
    urn:nbn:se:liu:diva-88953 (URN)10.1080/15332667.2013.763715 (DOI)
    Available from: 2013-02-19 Created: 2013-02-19 Last updated: 2017-12-06Bibliographically approved
  • 7.
    Lindahl, Ingela
    et al.
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Grundström, Christina
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    New Product development in design-led organizations: Insights from the Swedish furniture manufacturing industry2012In: Leading Innovation through Design. Proceedings of the DIMI 2013 International Research Confernece, August 8-9, 2012, Boston, MA, USA / [ed] Erik Bohemia, Jeanne Liedtka and Alison Rieple, 2012, p. 735-745Conference paper (Refereed)
    Abstract [en]

    The overall aim of this research is to provide new knowledge on how a design-centric logic affects the new product development process. The study focuses on the early stages of new product development, i.e. the new product strategy formulation, idea generation, idea screening, and concept development and testing (Borja De Mozota, 2004, p.120). These early stages are proven critical for successful product development and are depending on a successful interplay between design and other functional areas involved in product development. The findings from a qualitative study of five new product development projects in two design-led organizations are presented.

  • 8.
    Lindahl, Ingela
    et al.
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Nordin, Fredrik
    Stockholms Universitet, Företagsekonomiska Institutionen.
    The Interplay of Design and Marketing : a General Model2010In: Irish Journal of Management, ISSN 1649-248X, Vol. 30, no 1, p. 1-20Article in journal (Refereed)
    Abstract [en]

    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.

     

  • 9.
    Lindahl, Ingela
    et al.
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Nordin, Fredrik
    Stockholms universitet, Samhällsvetenskapliga fakulteten, Företagsekonomiska institutionen, Marknadsföring.
    Brege, Staffan
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Extending the perspective on service operations strategy: An exploratory study of service infusion in a low-tech industry2009In: 16th International Annual EurOMA Conference: Implementation - realizing Operations Management knowledge, 2009Conference paper (Refereed)
    Abstract [en]

    The introduction of solutions offerings in manufacturing industries has been an issue of growing interest, since it may be a means of counteracting the commoditisation of products. The literature on solutions offerings generally focuses on the high-tech industry, however. This paper therefore investigates if, why, and how the solutions literature is applicable also to firms in the low-tech industry. To this aim, qualitative data from interviews with executives at seven furniture manufacturing firms were investigated. Based on the results, a tentative model that links product complexity and dimensions of solutions offerings is put forth.

  • 10.
    Nordin, Fredrik
    et al.
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Brege, Staffan
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Determinants of integrated solutions: exploring the role of technological contextManuscript (preprint) (Other academic)
    Abstract [en]

    Purpose – Existing literature on integrated solutions has neglected the influence of technological context. Given the increased interest in solutions as a means of meeting an increasing competition in many different industries, there is reason to investigate this issue further. Therefore, the purpose of this paper is to develop a conceptual model of the relation between technological context and solutions offerings.

    Design/methodology/approach – Qualitative data from in-depth interviews with executives at seven furniture manufacturing firms were investigated and a conceptual model was developed from the data.

    Findings – The empirical data reveals that aspects of solutions offerings may exist also in industries with products conventionally seen as relatively low in complexity. A model for relationships between different aspects of complexity and solutions is proposed and an expansion of the complexity concept suggested. As such, the paper expands the knowledge on both solutions strategy and complexity.

    Practical implications – A conceptual model is suggested that may guide managers in the development of their marketing strategies, where the adoption of a solutions strategy is guided by the degree of complexity of the product or system being developed and offered to their customers.

    Research limitations/implications – The proposed conceptual model needs to be refined and further investigated empirically, and influences of other contextual factors than the degree of complexity should be investigated.

    Originality/value – The paper focuses on the relevance of solutions as a strategy in different technological contexts and contributes with a novel perspective on solutions strategy, incorporating influences of dimensions of the technological context.

  • 11.
    Nordin, Fredrik
    et al.
    School of Business, Stockholm University, Stockholm , Sweden.
    Lindahl, Ingela
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    Brege, Staffan
    Linköping University, Department of Management and Engineering, Industrial Marketing and Industrial Economics. Linköping University, The Institute of Technology.
    The Applicability of Integrated Solutions Offerings: Differential Effects of Product Complexity2013In: Journal of Relationship Marketing, ISSN 1533-2667, E-ISSN 1533-2675, Vol. 12, no 1, p. 59-78Article in journal (Refereed)
    Abstract [en]

    The purpose of this paper is to develop a conceptual model of the influences of product complexity on the applicability and adoption of solutions offerings as a marketing strategy. Qualitative data from in-depth interviews with executives at seven furniture manufacturing firms were investigated and a conceptual model was developed. Based on the results, a model for relationships between different aspects of complexity and solutions is proposed and an expansion of the complexity concept suggested. The paper expands the knowledge on both solutions strategy and complexity and may also guide managers in the development of their marketing strategies.

1 - 11 of 11
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