Design and marketing connections: creating added value

Bruce, Margaret; Daly, L

doi:10.1362/026725707x250403

Cited by 55 publications

(53 citation statements)

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“…Even though the role of these kick-off documents was valued by the majority of the interview participants, the applicability may vary, due to a limited standardization of the documents: chapters and information-for instance in a design brief-may vary between projects. This aligns with findings by Bruce (2007) [63], Dewulf et al (2012) [64], and Petala et al (2010) [48].…”

Section: Kick-off Documentssupporting

confidence: 92%

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Desired, Perceived, and Achieved Sustainability: Trade-Offs in Strategic and Operational Packaging Development

2017

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Abstract:The alignment of the strategic and the operational level of packaging development in relation to the integration of sustainability is not addressed extensively in current research. This paper aims to address this, by focusing on the decision-making interrelations of key actors (marketing and packaging development) within multidisciplinary product-packaging development teams. The research is conducted by means of a qualitative approach, consisting of semi-structured interviews with individual packaging development team members, complemented with a newly developed visualization tool. The research builds upon eight cases within brand owners, packaging material suppliers and packaging development consultants. The main findings of the study include the decision-making trade-offs between sustainability considerations and other project indicators, such as costs, time-to-market and technical challenges. These trade-offs are linked to the strategic and operational roles of key actors, and to internal and external factors influencing sustainable development processes. This research's contribution is to address the alignment of the strategic and the operational levels of sustainable packaging development, in relation to (1) decision making and interrelations within multidisciplinary development teams; and (2) the relevance of development-influencing factors. This provides opportunities for further development of sustainable packaging models and tools, in order to align the strategic and operational level of development.

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Section: Kick-off Documentssupporting

confidence: 92%

“…The application of design briefs and similar documents is a relevant tool for generative development stages [63,64,74]. However, in the analyzed cases, the implementation of sustainability was limited in such documents.…”

Section: Strategic and Operational Sustainabilitymentioning

confidence: 99%

Desired, Perceived, and Achieved Sustainability: Trade-Offs in Strategic and Operational Packaging Development

2017

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“…In the literature we can find the elements such as the creation of more innovative, attractive products that appeal customer's attention (Jerrard & Hands 2008, Bloch 1995, Creusen & Schoormans 2005. Design helps to create "visual equity" -a situation where products are easily recognizable and distinctive from the competition (Bruce & Daly 2007). The second perspective within marketing area relates to the brand, and some authors mention: stronger brand identity and positive experiences connected with it.…”

Section: The Role Of Design In Businessmentioning

confidence: 99%

Design and design thinking in building an innovative organizational culture

Starostka

2014

Journal of Intercultural Management

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For many companies innovations are crucial for achieving a competitive advantage. Many factors have been revealed to be determinants of company innovativeness. One is organizational culture which can support or diminish innovative attempts of employees. In recent years there is a growing interest in design and design thinking as methods of implementing innovations. Interdisciplinary, multicultural teams, fast prototyping, co-creation with users are only examples of specific methods that are being promoted by designers and design thinkers, that can significantly affect organisational culture. The objective of this paper is to analyse the impact of design and design thinking on the organizational culture. In the first part literature findings are presented. The second part shows results of the exploratory research that has been conducted among designoriented companies from Sweden and Poland. This project was qualitative study aimed to compare managers' attitudes towards design; to look into existing processes in companies connected with design and to explore the different roles that designers play in organizations.

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“…marketing, sales, manufacturing and production, R&D, etc.) rather than to transfer and integrate the increasing knowledge (Kotler & Rath, 1984;Gorb & Dumas, 1987;Roy & Potter, 1993;Olson, Slater & Cooper, 2000;Bruce & Daly, 2007).…”

Section: Inter-division Coordination In the Design Development Processmentioning

confidence: 99%

Organizational Factors in the Product Design Development Process

Kanno¹,

Shibata²

2013

IJBM

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The purpose of this study is to identify management requirements for creating more highly advanced and innovative designs. This study focuses on ways to involve design divisions in the product development process as well as organizational requirements that impact that process by evaluating the results of existing design management research and analyzing survey results of recipients of Japan's Good Design Award. In this analysis we show that having design divisions involved from an early stage contributes to the overall product development process, and separately preparing for organizational factors in design development is insufficient to create highly advanced and innovative designs. Further, we examined the impact of organizational factors related to design development on the contribution of design divisions in developing highly advanced and innovative designs.

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Design and marketing connections: creating added value

Cited by 55 publications

References 0 publications

Desired, Perceived, and Achieved Sustainability: Trade-Offs in Strategic and Operational Packaging Development

Desired, Perceived, and Achieved Sustainability: Trade-Offs in Strategic and Operational Packaging Development

Design and design thinking in building an innovative organizational culture

Organizational Factors in the Product Design Development Process

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