Design and Gender with a Competitive Edge

Lena Hansson, Magnus Mörck and Magdalena Petersson McIntyre

Chapter 8 in Industrial Design, Competition and Globalization, 2010, pp 169-194 from Palgrave Macmillan

Abstract: Abstract Firms compete on price and quality, but can also compete on issues of inclusion and sustainability, including gender and design as a competitive strategy. To develop a company brand that projects an image of an inclusive organization is one strategy that businesses can deploy to develop a unique selling proposition. Another possibility is to adapt product designs to include more groups within a population. This brings a new role for gender awareness in the construction of a design-based competitive strategy and situates gender in a unique position. Gender is hence seen as profitable in several ways. A substantial reason for businesses to make gender part of their marketing is also an awareness of the growth of female consumers and the importance of women in consumer choice.

Keywords: Conceptual Design; Market Segmentation; Product Concept; Universal Design; Small Hand (search for similar items in EconPapers)
Date: 2010
References: Add references at CitEc
Citations:

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-0-230-27403-7_8

Ordering information: This item can be ordered from
http://www.palgrave.com/9780230274037

DOI: 10.1057/9780230274037_8

Access Statistics for this chapter

More chapters in Palgrave Macmillan Books from Palgrave Macmillan
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().