Validation of a design orientation scale in the trade and tourism sectors and assessment of its impact on firms’ performance

Mónica Cantó-Primo (), Irene Gil-Saura () and Marta Frasquet-Deltoro ()
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Mónica Cantó-Primo: Instituto Superior de Enseñanzas Artísticas de la Comunidad Valenciana
Irene Gil-Saura: Polibienestar Institute, University of Valencia
Marta Frasquet-Deltoro: University of Valencia

Service Business, 2024, vol. 18, issue 1, No 5, 100 pages

Abstract: Abstract The aim of this paper is to validate a multidimensional measurement of design orientation and test its links with marketing design integration and competitive advantage in trade and tourism companies. Structural equations modelling was used to analyse data from 421 service firms. The results show that design orientation helps firms to achieve a competitive advantage and thus improve their relationship with service users and their business effectiveness. This study provides trade and tourism firms with an instrument to accomplish design orientation by assessing its constituent dimensions.

Keywords: Design orientation; Marketing design integration; Competitive advantage; Differentiation (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s11628-023-00550-y

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