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Keywords: Strategic design orientation
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2026) 60 (13): 685–718.
Published: 18 June 2026
...Claudio Dell’Era; Subin Im; Charles H. Noble; Daisuke Ishida; Naoto Onzo Purpose Although design-related issues have attracted increasing attention in the marketing literature, a deeper understanding of strategic design orientation and its interplay with market orientation in generating new...
