haku: @indexterm Strategy / yhteensä: 3324
viite: 351 / 3324
| Tekijä: | Person, O. (et al.) |
| Otsikko: | Complementing intuition: insights on styling as a strategic tool |
| Lehti: | Journal of Marketing Management
2007 : VOL. 23:9-10, p. 901-916 |
| Asiasana: | design management strategy product development |
| Vapaa asiasana: | styling |
| Kieli: | eng |
| Tiivistelmä: | The styling has been reported to be critically important for both in industrial and for service-oriented companies. In spite of that, managers often struggle managing the styling process. This study is based on a literature review and interviews with Finnish design experts. It identifies a number of intermediary goal of styling process in order to support cross-functional coordination in the decision-making process. The paper argues that strategic decisions of styling can be classified according to three dimensions: Decisions about the present portfolio, the succession of product generations, and the products of competitors. When making strategic styling decisions, the companies can strive for similarity or difference with existing products. |
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