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| Author: | Moll, I (et al.) |
| Title: | Market orientation and design orientation: a management model |
| Journal: | Journal of Marketing Management
2007 : VOL. 23:9-10, p. 861-876 |
| Index terms: | marketing management design management models marketing theory |
| Language: | eng |
| Abstract: | The direct relationship between market orientation and design orientation has not been analyzed, even though both have a proven impact on business results. This paper studies design oriented companies in order to find out, whether this strategy promotes market orientation. The sample consists of 28 case studies of Spanish companies that are well-known for their business excellence and their design orientation. Based on the analysis, the paper presents a management model offering companies a diagnostic system and a series of good practices which will improve design management. Consequently, it improves both market orientation and business results. |
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