Naslov
Developing a Conceptual Model of Relationships between Market Orientation and Design Orientation

Autori
Rocco, Sanja ; Pisnik, Aleksandra

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
5th EMAC 2014 Regional Conference „Marketing Theory Challenges in Emerging Countries“, Book of Proceedings / Szymura-Tic, Maja - Katovice : Publishing House of the University of Economics, Katowice, 2014, 177-184

ISBN
978-83-7875-210-3

Skup
5th EMAC 2014 Regional Conference „Marketing Theory Challenges in Emerging Countries“

Mjesto i datum
Katowice, Poljska, 25.09.2014. - 26.09.2014

Vrsta sudjelovanja
Demonstracija

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
marketing; design orientation; relationship; conceptual model; research

Sažetak
While the role of other functions within marketing are continuously researched and measured, the role of design has been neglected. This research has the intention to investigate the direct and indirect relationships between market orientation and design orientation, with the customer as the focus of both constructs. We will validate existing models of market orientation, design orientation and design management, investigate the variables of design, improve them and propose the new design orientation model incorporated into the marketing system. To achieve that, we have to prepare the research by developing the initial conceptual model of relationship between MO and DO.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA