Design-driven firms: Exploring what it means to be design-led

Beverland, M and Farrelly, F 2008, 'Design-driven firms: Exploring what it means to be design-led', in Ms. Daniela Spanjaar, Dr. Sara Denize, Dr. Neeru Sharma (ed.) Australia and New Zealand Marketing Academy Conference, Sydney, Australia, 1-3 December, 2008.


Document type: Conference Paper
Collection: Conference Papers

Title Design-driven firms: Exploring what it means to be design-led
Author(s) Beverland, M
Farrelly, F
Year 2008
Conference name Australia and New Zealand Marketing Academy Conference
Conference location Sydney, Australia
Conference dates 1-3 December, 2008
Proceedings title Australia and New Zealand Marketing Academy Conference
Editor(s) Ms. Daniela Spanjaar, Dr. Sara Denize, Dr. Neeru Sharma
Publisher University of Western Sydney
Place of publication Australia
Abstract Interest in the competitive benefits of design runs high among product and service firms. Brands such as Apple, BMW and Alessi have increased their equity through design aesthetics. As well, the design-user interface is often the source of reported dissatisfaction in a range of products and services. Despite this, research indicates that design and marketing share an uneasy alliance often because of their different approaches to creativity. Drawing on expert interviews and subsequent case studies we identify four principles associated with a design-led dominant logic. These are: institutionalized curiosity, cross-functional empathy, ethnographic driven innovation, and the design as a manifestation of the brand.
Subjects Information Systems not elsewhere classified
Keyword(s) design
marketing
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