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Lindahl, Ingela and Nordin, Fredrik (2010) The Interplay of Design and Marketing: A General Model. Irish Journal of Management, 30. pp. 1-20. ISSN 1649-248X
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Abstract
Although many authors emphasise the differences and potential confl icts between product design and marketing, there appears to be a disagreement in how to handle such
differences and confl icts within organisations. This paper presents a novel and general
model that focuses on how different practices relating to design (self-oriented or commercially oriented) and marketing (product-oriented or market-oriented/customer-led) may
be combined, and discusses the coordination of marketing and design when combining
these practices. By introducing such a general model, this paper contributes with a new
perspective on tensions and synergies that exist between design and marketing.
| Item Type: | Article |
|---|---|
| Keywords: | design; marketing; practice; coordination; conflicts; |
| Academic Unit: | Faculty of Social Sciences > School of Business |
| Item ID: | 20003 |
| Depositing User: | IR Editor |
| Date Deposited: | 17 Jun 2025 14:36 |
| Journal or Publication Title: | Irish Journal of Management |
| Publisher: | Irish Academy of Management |
| Refereed: | Yes |
| URI: | https://mural.maynoothuniversity.ie/id/eprint/20003 |
| Use Licence: | This item is available under a Creative Commons Attribution Non Commercial Share Alike Licence (CC BY-NC-SA). Details of this licence are available here |
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