engleski

THE CONCEPTUAL FRAMEWORK FOR INTEGRATING MARKET AND DESIGN ORIENTATION WITHIN MARKETING

Purpose. While the role of other functions within marketing are continuously researched and measured, the role of design has been neglected. The main purpose of this study is to propose the initial conceptual model investigating relationships between design and market orientation. Design/methodology/approach. Existing models of market orientation (MO), design orientation (DO), and design management (DM) are investigated. The background of the market orientation and design orientation construct are explained. The initial conceptual model based on theory is proposed as the starting point for future research. The preliminary qualitative research has been executed in this stage of the reasearch. Findings. The qualitative stage deals with the potentials of design orientation from the managers’, as well as the designers’ perspectives. When analyzing the results, we come to a conclusion that differences between the two groups of examinees exist, mostly in their perception of design. Originality/value/implications. The challenge is to propose a new model of managing design within the marketing concept, with the purpose of better cooperation between all the stakeholders involved, bringing better business results in different environments. The new 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. Research limitations. Investigating the relationship between MO and DO is at an early stage ; furtheremore, both concepts, as well as the relationships, are very complex and multidimensional.

conceptual model; design management; design orientation; market orientation; relationships

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