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Linking Design, Marketing, and Innovation: Managing the Connection for Competitive Advantage
Yen Hsu
Pages - 333 - 346     |    Revised - 15-11-2012     |    Published - 31-12-2012
Volume - 3   Issue - 6    |    Publication Date - December 2012  Table of Contents
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KEYWORDS
Marketing strategy, Innovation strategy, Design strategy, Product design
ABSTRACT
Marketing should closely coordinate with product innovation. Not only will an effective connection of the marketing activity and design trigger product innovation in enterprises, it is a key factor to the product success in the market place. In practice, how to process product design so as to reach the goal of marketing during the innovation procedure? In the past, enterprises did have some concrete actions but empirical studies regarding the correlation model between marketing strategy and design strategy or even between marketing strategy and innovation are rarely seen. In the study, the author first synthesized viewpoints from literature on marketing strategy, product innovation strategy, and design strategy. Then managers at marketing divisions and R&D departments of the Taiwanese consumer electronic industry were interviewed. The fitness of theoretical models and the observed data was then verified by Structural Equation Modeling (SEM). From the 265 effective questionnaires, a proper fitness was found for the correlation theoretical model of marketing strategy, product innovation strategy, and design strategy, and the observed data. In enterprises, marketing strategy will influence design strategy, and at the same time, the marketing strategy will also influence design strategy through innovation strategy. Among these three variables, innovation strategy serves as an independent variable and intervene variable to design strategy.
CITED BY (5)  
1 Cooper, H., Merrilees, B., & Miller, D. (2020). The corporate heritage brand paradox: Managing the tension between continuity and change in luxury brands. Australasian Marketing Journal (AMJ).
2 Hsu, Y. (2017). Design-oriented strategy typology and innovation framework. Journal of Engineering, Design and Technology.
3 Haryanto, A. T., Haryono, T., & Sawitri, H. S. R. (2017). Market Orientation, Learning Orientation and SMES Performance: The Mediating Role of Innovation. International Review of Management and Marketing, 7(1).
4 GO, N. D. MARKETING DESIGN AND INNOVATION.
5 Hsu, Y. (2015). ORGANIZATIONAL INNOVATION STRATEGIES: THE VALUE COCREATION STRATEGY (VCS) MODEL. International Journal of Organizational Innovation, 8(2).
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Associate Professor Yen Hsu
Ming Chi University of Technology - Taiwan
erickshi@ms1.hinet.net