Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Marketing strategy and its correlation with design strategy and design characteristics: an example of consumer electronic industry

Marketing strategy and its correlation with design strategy and design characteristics: an... Marketing should closely coordinate with product design. Not only does a close connection between marketing activity and design trigger product innovation in enterprises, it is also a key factor in the success of a product in the marketplace. The practical question is selecting a product design process that achieves marketing goals during innovation procedures. Although enterprises have taken concrete action to do so, empirical studies show that correlation between marketing strategy and design strategy or even between marketing strategy and design characteristics are rarely seen. In this study, the author first synthesised perspectives from the literature on marketing strategy, design strategy, and design characteristics. Managers in the marketing divisions and B2B design departments in the Taiwan consumer electronic industry were questionnaire survey. The data fit to the theoretical models was then verified by structural equation modelling (SEM). Data from 270 effective questionnaires confirmed strong correlations with marketing strategy, design strategy, and design characteristics. In enterprises, marketing strategy affects design characteristics directly and through design strategy. Among these three variables, design strategy is an independent intervening variable in design characteristics. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Business and Systems Research Inderscience Publishers

Marketing strategy and its correlation with design strategy and design characteristics: an example of consumer electronic industry

Loading next page...
 
/lp/inderscience-publishers/marketing-strategy-and-its-correlation-with-design-strategy-and-design-Y072yjqH0w
Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1751-200X
eISSN
1751-2018
DOI
10.1504/IJBSR.2013.056748
Publisher site
See Article on Publisher Site

Abstract

Marketing should closely coordinate with product design. Not only does a close connection between marketing activity and design trigger product innovation in enterprises, it is also a key factor in the success of a product in the marketplace. The practical question is selecting a product design process that achieves marketing goals during innovation procedures. Although enterprises have taken concrete action to do so, empirical studies show that correlation between marketing strategy and design strategy or even between marketing strategy and design characteristics are rarely seen. In this study, the author first synthesised perspectives from the literature on marketing strategy, design strategy, and design characteristics. Managers in the marketing divisions and B2B design departments in the Taiwan consumer electronic industry were questionnaire survey. The data fit to the theoretical models was then verified by structural equation modelling (SEM). Data from 270 effective questionnaires confirmed strong correlations with marketing strategy, design strategy, and design characteristics. In enterprises, marketing strategy affects design characteristics directly and through design strategy. Among these three variables, design strategy is an independent intervening variable in design characteristics.

Journal

International Journal of Business and Systems ResearchInderscience Publishers

Published: Jan 1, 2013

There are no references for this article.