engleski

Developing a Conceptual Model of Relationships between Market Orientation and Design Orientation

While the role of other functions within marketing are continuously researched and measured, the role of design has been neglected. This research has the intention to investigate the direct and indirect relationships between market orientation and design orientation, with the customer as the focus of both constructs. We will validate existing models of market orientation, design orientation and design management, investigate the variables of design, improve them and propose the new design orientation model incorporated into the marketing system. To achieve that, we have to prepare the research by developing the initial conceptual model of relationship between MO and DO.

marketing; design orientation; relationship; conceptual model; research

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