Focusing on Customer: Relationships between Design and Market Orientation

Sanja Rocco and Aleksandra Pisnik
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Sanja Rocco: Zagreb School of Business, Croatia
Aleksandra Pisnik: Faculty of Economics and Business, University of Maribor, Slovenia

International Journal of Innovation and Economic Development, 2016, vol. 2, issue 4, 7-16

Abstract: Understanding and meeting consumer’s needs, wants and desires is of the key importance for success in the market. While market orientation is well researched, the role of design within marketing has been neglected. Therefore the main purpose of this study is to develop the initial conceptual model researching relationships between design and market orientation. The initial conceptual model based on theory is proposed as the starting point for future research. The preliminary qualitative research about the potentials of design orientation from the managers’, as well as the designers’ perspectives has been executed at this stage of the research. Results show that differences between the two groups of examinees exist, mostly in their perception of design. The proposed design orientation-market orientation model contributes to both marketing and design scholars, as well as marketers, designers, and managers in practice. The results of this study may provide a basis for future research on the topic

Keywords: Conceptual model; Design management; Design orientation; Market orientation; Relationships (search for similar items in EconPapers)
JEL-codes: M00 (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:mgs:ijoied:v:2:y:2016:i:4:p:7-16

DOI: 10.18775/ijied.1849-7551-7020.2015.24.2001

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