지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.2
- 수록면
- 75 - 97 (23page)
- DOI
- 10.15187/adr.2013.02.26.1.75
이용수
초록· 키워드
오류제보하기
Purpose, value and impact of the paper: This research intends to articulate attitudes and ways of design employment between two disciplines: marketing (business) and design. The research investigates brand development in consumer packaged goods (CPG) which has been criticised for maintaining the status quo in brand development.
Research question 1) What are the different attitudes to employing designerly approaches between marketing and design? 2) How can an organisation enhance the value of designerly approaches in a business context?
Methodology This paper focuses on delineating the findings of semi-structured qualitative interviews with ten participants: five from CPG industry and five from design consultancies specialising in CPG brand development. This is series of interviews was analysed by a thematic analysis method using codes determined and arising from previous online-survey research and by analysing visual materials elicited during interviews.
Main results In conclusion, both marketing and design acknowledge that design envisions opportunities for CPG to some degree, though the ways of exploiting design show differences in terms of collaboration and organisational endorsement. From the interview analysis, specifically, the application of designerly methods ? visualisation and prototyping ? is limited to the design team or designers. Moreover, regarding collaboration with consumers and other stakeholders, design (or designers) is deemed to take part in developing tangibles, and marketing (or marketers) has difficulty in integrating the diverse phases in CPG brand development
Implications This paper will suggest the implied steps needed to bridge the gap between the two different disciplines in order to integrate designerly approaches into the organisation via collaborative ways of running projects.
Research question 1) What are the different attitudes to employing designerly approaches between marketing and design? 2) How can an organisation enhance the value of designerly approaches in a business context?
Methodology This paper focuses on delineating the findings of semi-structured qualitative interviews with ten participants: five from CPG industry and five from design consultancies specialising in CPG brand development. This is series of interviews was analysed by a thematic analysis method using codes determined and arising from previous online-survey research and by analysing visual materials elicited during interviews.
Main results In conclusion, both marketing and design acknowledge that design envisions opportunities for CPG to some degree, though the ways of exploiting design show differences in terms of collaboration and organisational endorsement. From the interview analysis, specifically, the application of designerly methods ? visualisation and prototyping ? is limited to the design team or designers. Moreover, regarding collaboration with consumers and other stakeholders, design (or designers) is deemed to take part in developing tangibles, and marketing (or marketers) has difficulty in integrating the diverse phases in CPG brand development
Implications This paper will suggest the implied steps needed to bridge the gap between the two different disciplines in order to integrate designerly approaches into the organisation via collaborative ways of running projects.
목차
Introduction
Literature review
Research questions
Results
How is the role for design perceived?
Internal collaboration
Discussion
Reference
참고문헌 (0)
참고문헌 신청이 논문의 저자 정보
이 논문과 함께 이용한 논문
Emotional probes with interview techniques : Interpreting the results using content analysis
Kim Hyesook
,
Monk And
,
ew
Archives of Design Research
2012
.11
교통약자를 위한 경로안내도 디자인
이호숭
Archives of Design Research
2012
.11
경험 디자인의 관점에서 본 트랜스포머블 패션디자인의 발상
남윤진
,
김혜연
Archives of Design Research
2012
.11
시각적 조형요소에 의한 시퀀스 분석 : 그림책 일러스트레이션을 중심으로
박은영
Archives of Design Research
2012
.11
실내디자인 컨셉 키워드의 분류 체계 : 한국인테리어디자인대전 수상작품을 중심으로
최은희
Archives of Design Research
2012
.11
최근 본 자료
댓글(0)
0
UCI(KEPA) : I410-ECN-0101-2014-658-000209640