engleski

The direct and indirect relationships between design orientation and market orientation

The main purpose of this doctoral thesis is to investigate the relationship between design orientation and market orientation and propose a new conceptual model. Existing models were investigated. The initial conceptual model was proposed as the starting point. The research combined qualitative and quantitative methods. Quantitative research was conducted among managers and CEOs from Croatian companies in different industries. According to the final PLS-SEM model, design orientation has a direct and significant impact on market orientation and an indirect but significant impact on business success. Managerial approach has a direct and significant impact on design orientation, as well as on market orientation of a company. The new design orientation-market orientation model contributes to both marketing and design scholars, as well as implications for marketers, designers, and managers in practice. Our findings demonstrate that companies with higher level of market orientation and supported with design orientation also have the potential for achieving better results in the market and, consequently, better financial performance. It also provides the basis for future research on the topic.

market orientation, design orientation, relationships, conceptual model, implications

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