The interplay of marketing and design

Abstract

This paper provides insights into the interdisciplinary intersections between marketing and design. It explores the various design intersections in the marketing fields. The collaboration between marketing and design is restricted by the paradigm boundaries, but not by the industry, researchers, and research projects. Challenges for both disciplines' future are explored, highlighting the need for a paradigm shift in marketing.

Design thinking for innovation: context factors, process, and outcomes

“…In this regard, Brown (2008) made a push toward the current understanding of DT in a management context by publishing his experiences with the consulting firm IDEO. According to this understanding, DT is a human-centered process that combines design methods with a business view (Brown, 2008; Henseler et al ., 2021). Martin (2010) describes this as the balanced blending of analytical and intuitive thinking, which is expected to lead to a competitive advantage.…”

Creating Value for Brand Practice by Design Research—New Brand Sprint as an Illustrative Example

“…These kinds of communally accepted, explicit criteria have been largely lacking in design research to date, rendering the evaluation of methodological approaches and acceptance in journals virtually impossible. According to our analysis, design research does not consist of the evaluation of the relevance of design or design management (Bloch, 1995(Bloch, , 2011Henseler et al, 2021) or the study of the impact of design thinking on management fields such as brand or innovation management (Halstrick et al, 2020). Design research is an additional and discretely empirical research method with a more pragmatic goal (Henseler & Guerreiro, 2020).…”

Shopping companions in retail environments: A view from different perspectives

“…Consumer is made for customers and thus concerned with their needs (Henseler, Guerreiro, & de Matos, 2021). Providing this type of service can be taught and improved by retailers through sales training, which is important for salespeople to maintain their skills and capabilities (Bradford, Rutherford, & Friend, 2017).…”

“…From the perspective of retailers who aim at providing excellent customer service, especially, a better understanding of personalities and behaviors, and roles in a sales conversation, could facilitate the re-design of training programs in such a way as to attune their frontline employees to situations involving both customers and their companions. By paying more attention to individual factors, in this case those of accompanying persons, service to customers and their companions can be improved by better focusing on their needs, which is a common goal of marketing and design (Henseler et al, 2021). Chapter 3 therefore aimed at providing answers to both research questions and employed an exploratory approach, while taking on the perspective of practitioners to do so.…”

“…The latter can be achieved through effective tailoring of their approaches to the type of shopper, especially if those are interaction-oriented (McFarland et al, 2006). Retailers' salespeople can thus be considered part of the overall relationship marketing strategy, which is why the results of Chapter 3 further highlight the benefits of adopting a design science perspective in developing marketing tools or diagnosing problems (Henseler, 2017;Henseler et al, 2021). The successful re-design of such training methods requires salespeople themselves to be involved throughout the process, allowing for continuous improvement (van Aken, 2005).…”