Business Challenges and Design: Theory and Practice in the Furniture Industry in the Republic of Croatia

Background: A systematic and continuous product policy management is important for a company's competitiveness and the question is to what extent and in what way companies engaged in the furniture manufacturing sector actually apply them. Objectives: The objective of this paper is to explore to what extent the design profession is involved in the product policy and teams which define market properties of products in the furniture industry. Methods: In order to achieve the objectives of this paper, the Model for Exploring the Role of Design in Defining Market Properties and the Product Policy in the Furniture Industry has been devised. Two surveys have been conducted, measuring the level of involvement of the design profession in the product policy, as well as the involvement of designers in the work of teams which define market properties of products in the furniture industry. Results: The design profession is not systematically and continuously involved in the function of the product policy as the key component in programming a company's development and growth in the furniture industry. Conclusions: Companies engaged in furniture manufacturing should consider the possibility of involving design managers in coordination and management of product development, as well as in communication coordination on the manufacturer - designer level.