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Keywords: Marketing-design integration
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Journal Articles
The role of marketing and product design in driving firm’s performance
Available to Purchase
Journal of Product & Brand Management (2021) 30 (2): 231–243.
Published: 16 March 2020
... suggest that design orientation helps companies to gain competitive advantages in product differentiation and improve business effectiveness. The design orientation is stimulated by proactive market orientation and by marketing-design integration during the development of new products. The design...
