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Design and Gender with a Competitive Edge

In: Industrial Design, Competition and Globalization

Author

Listed:
  • Lena Hansson
  • Magnus Mörck
  • Magdalena Petersson McIntyre

Abstract

Firms compete on price and quality, but can also compete on issues of inclusion and sustainability, including gender and design as a competitive strategy. To develop a company brand that projects an image of an inclusive organization is one strategy that businesses can deploy to develop a unique selling proposition. Another possibility is to adapt product designs to include more groups within a population. This brings a new role for gender awareness in the construction of a design-based competitive strategy and situates gender in a unique position. Gender is hence seen as profitable in several ways. A substantial reason for businesses to make gender part of their marketing is also an awareness of the growth of female consumers and the importance of women in consumer choice.

Suggested Citation

  • Lena Hansson & Magnus Mörck & Magdalena Petersson McIntyre, 2010. "Design and Gender with a Competitive Edge," Palgrave Macmillan Books, in: Grete Rusten & John R. Bryson (ed.), Industrial Design, Competition and Globalization, chapter 8, pages 169-194, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-0-230-27403-7_8
    DOI: 10.1057/9780230274037_8
    as

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