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Focusing on Customer: Relationships between Design and Market Orientation

Author

Listed:
  • Sanja Rocco

    (Zagreb School of Business, Croatia)

  • Aleksandra Pisnik

    (Faculty of Economics and Business, University of Maribor, Slovenia)

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

Suggested Citation

  • Sanja Rocco & Aleksandra Pisnik, 2016. "Focusing on Customer: Relationships between Design and Market Orientation," International Journal of Innovation and Economic Development, Inovatus Services Ltd., vol. 2(4), pages 7-16, October.
    • Handle: 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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    References listed on IDEAS

    as
    1. Karl T. Ulrich & Scott Pearson, 1998. "Assessing the Importance of Design Through Product Archaeology," Management Science, INFORMS, vol. 44(3), pages 352-369, March.
    2. Slater, Stanley F. & Narver, John C., 2000. "The Positive Effect of a Market Orientation on Business Profitability: A Balanced Replication," Journal of Business Research, Elsevier, vol. 48(1), pages 69-73, April.
    3. Bloch, Peter H & Brunel, Frederic F & Arnold, Todd J, 2003. "Individual Differences in the Centrality of Visual Product Aesthetics: Concept and Measurement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(4), pages 551-565, March.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Conceptual model; Design management; Design orientation; Market orientation; Relationships;
    All these keywords.

    JEL classification:

    • M00 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General - - - General

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