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The interplay of marketing and design

Author

Listed:
  • Jörg Henseler

    (University of Twente
    Universidade Nova de Lisboa)

  • Manuela Guerreiro

    (Universidade do Algarve)

  • Nelson de Matos

    (Universidade do Algarve)

Abstract

This paper provides insights into the interdisciplinary intersections between marketing and design. It explores the various design intersections in the marketing fields. The collaboration between marketing and design is restricted by the paradigm boundaries, but not by the industry, researchers, and research projects. Challenges for both disciplines' future are explored, highlighting the need for a paradigm shift in marketing.

Suggested Citation

  • Jörg Henseler & Manuela Guerreiro & Nelson de Matos, 2021. "The interplay of marketing and design," Review of Managerial Science, Springer, vol. 15(5), pages 1129-1137, July.
    • Handle: RePEc:spr:rvmgts:v:15:y:2021:i:5:d:10.1007_s11846-021-00470-z
    DOI: 10.1007/s11846-021-00470-z
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    References listed on IDEAS

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    7. Walsh, Vivien, 1996. "Design, innovation and the boundaries of the firm," Research Policy, Elsevier, vol. 25(4), pages 509-529, June.
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    Full references (including those not matched with items on IDEAS)

    Citations

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    Cited by:

    1. Dwivedi, Abhishek & Pawsey, Nicholas, 2023. "Examining the drivers of marketing innovation in SMEs," Journal of Business Research, Elsevier, vol. 155(PB).

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    More about this item

    Keywords

    Marketing; Design; Theoretical framework; Empirical research;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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