engleski

Managing Design: The Impact of Design Orientation on Market Success

Companies that constantly explore trends in the market and also use design to innovate their products and services should also be more successful. The main purpose of this paper was to investigate the relationship between design orientation and market orientation and to propose a new conceptual model for managing companies in transitional economies. Therefore, existing models of market orientation (MO), design orientation (DO), and design management (DM) have been investigated. The research has been executed in several stages, from qualitative to quantitative, using an Internet survey to examine managers and CEOs from Croatian companies in different industries. After analyzing the findings, the main hypothesis about the positive relationship between DO and MO was supported. Applying the structural equation modelling, a new PLS-SEM model of market-design orientation management was proposed, which could be useful for the specific context of the transitional economies. Systematic use of these results could serve to improve companies’ competitiveness in the market. Also, an important issue - how design as a resource of innovation should be managed and integrated with other business units - has been addressed.

design orientation, market orientation, design management, innovation, transitional economies

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