Design orientation as a source of sustainable company performance

Aleksandra Selinšek, Sanja Rocco and Borut Milfelner

International Journal of Sustainable Economy, 2021, vol. 13, issue 1, 87-106

Abstract: This paper aims to test the relationships between design orientation and its implementation with customer orientation and, consequently, company performance. Research model and hypotheses were tested on the Croatian market. Data were collected using the computer-assisted web interviews on the population of Croatian companies with at least three employees. The hypotheses were tested using the partial least squares-based structural equation modelling (PLS-SEM). The research results highlight the role of design as one of the important predecessors of customer orientation, and its indirect influence on company performance was confirmed.

Keywords: design orientation; design implementation; customer orientation; sustainable company performance; firm size. (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:ids:ijsuse:v:13:y:2021:i:1:p:87-106

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