When external design and marketing collaborate to develop new products: A typology of patterns

Hemonnet‐Goujot, Aurélie; Abecassis‐Moedas, Céline; Manceau, Delphine

doi:10.1111/caim.12382

Cited by 6 publications

(5 citation statements)

References 70 publications

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“…The third type of collaboration makes use of co-branding with star designers. Similar to Mulder-Nijkamp (2020), Hemonnet-Goujot et al (2020) emphasize the right balance between product innovativeness and brand consistency.…”

Section: Paper 3: When External Design and Marketing Collaborate To Develop New Products: Typology Of Patternsmentioning

confidence: 91%

“…Similar to Mulder‐Nijkamp (2020), Hemonnet‐Goujot et al. (2020) emphasize the right balance between product innovativeness and brand consistency.…”

Section: Eleven Studies Dealing With Intersections Of Marketing and Dmentioning

confidence: 98%

“…Along with the rise of open innovation, external design has become an increasingly prominent management instrument. Hemonnet‐Goujot, Abecassis‐Moedas, and Manceau (2020) study the collaboration between marketing and external design in the new product development process. In qualitative research using seven case studies, they propose a typology of three collaboration patterns between external design and marketing.…”

Section: Eleven Studies Dealing With Intersections Of Marketing and Dmentioning

confidence: 99%

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Design and marketing: Intersections and challenges

Henseler

Guerreiro

2020

Creat Innov Manage

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This editorial article reports on interdisciplinary research being conducted at the interface between the scientific disciplines of marketing and design. It reviews the 11 academic papers from the special issue situated at this intersection, thereby showing the richness of research happening in this liminal area. At the same time, the paper observes how the disciplines' different scopes as well as their different modi operandi inhibit the collaboration between marketing and design research. Whereas marketing largely follows the paradigm of empirical realism asking how the current world works, design largely follows the pragmatist paradigm asking how a future world can be shaped. Finally, this paper contains a number of suggestions on how to foster cooperation between the two disciplines.

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Section: Paper 3: When External Design and Marketing Collaborate To Develop New Products: Typology Of Patternsmentioning

confidence: 91%

“…Similar to Mulder‐Nijkamp (2020), Hemonnet‐Goujot et al. (2020) emphasize the right balance between product innovativeness and brand consistency.…”

Section: Eleven Studies Dealing With Intersections Of Marketing and Dmentioning

confidence: 98%

Section: Eleven Studies Dealing With Intersections Of Marketing and Dmentioning

confidence: 99%

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Design and marketing: Intersections and challenges

Henseler

Guerreiro

2020

Creat Innov Manage

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“…The communication process consists of nine elements: "sender, receiver, message, media, encoding, decoding, response, feedback, and noise" Hemonnet-Goujot et al, 2020). To communicate their message, marketers must consider the way the targeted audiences generally decode messages.…”

Section: Marketing Communicationsmentioning

confidence: 99%

Understanding Marketing Communications Strategies During and Post Covid 19: A South African Perspective

Moodley

Fungile²,

Nyika³

et al. 2023

IRMM

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The impact of the COVID-19 pandemic resulted in a shift in consumer behaviour, as there was an increase of first-time E and M-commerce shoppers. This resulted in South African marketers adjusting to digitisation by creating clear communication and marketing strategies. The research objectives of this study were to understand how South African brand and marketing managers adapted to the COVID pandemic and to comprehend how marketing communication strategies in general have changed since. A qualitative methodology of structured interviews was conducted. A convenience sampling method was used to select the participants. The research findings indicate that the eight managers interviewed relied on face-to-face interaction with the customer through in store promotions and events before COVID-19. Several interviewees stated that communication on product benefits and features relied heavily on in-store activations. However, during the COVID-19 pandemic, all marketers who participated in the study revealed that they invested in digital communications. As more brands and businesses used digital platforms and social media to drive their products, marketers had to work on communicating in order to convert into sales, but they also increased customer engagement. The study highlights how innovative marketing communication strategies in the post COVID environment leads to an agile enterprise having a competitive advantage. The study also highlights the importance of understanding income and demographics of the South African customer in different regions of the country, as that influences the marketing strategies used.

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“…As researchers with different perspectives and different scientific and professional backgrounds, we can provide more complex answers to the questions that arise. (Hemonnet-Goujot et al, 2020) This also provides an opportunity to create a philosophy and a toolbox that can be applied to marketing science and the creation of objects.…”

Section: Researcher's Perspectivesmentioning

confidence: 99%

Digitális múlt, analóg jövő

Megyeri

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The Digital Pasts Analog Futures PhD thesis focuses on the future, exploring whether analogue values will continue to be needed in human existence, communication, learning and development in the age of digitization and beyond. The subject of the research is handwriting, a human activity that is not only a simple recording of information, but also a multifaceted process of coordination that enables the acquisition and maintenance of additional skills. The main research question of the dissertation is how humanity today relates to digital and analogue solutions, how the inevitability of analogue solutions can be identified in our everyday thinking and actions. The research can be divided into four main phases. (1) The first phase was a literature analysis and systematic literature review, which examined the past and present of handwriting across disciplines. The primary aim was to explore the status of handwriting as an analogue value and human activity. (2) In the second exploratory phase, we examined essays written by young adults (also CUB students) (typed and handwritten) detailing their analogue and digital experiences. This aims to explore and validate the problem and the issues raised in detail. (3) The third phase is a design interaction in the form of a collaborative netnographic analysis. (4) The fourth phase was a design action, which resulted in a crowd funding project around a real product (a writing instrument) created in the framework of the research. The research is based on a combination of different paradigms. The interplay of the above phases has contributed greatly to the results of the research. The first and second research phases have shown that analogue values such as handwriting have a place, relevance and future in the digital world. The third, netnographic analysis phase led to a real-world connection, whereby the resulting data was coded and the results interpreted to formulate all the characteristics of the product created during the design action, and contributed to the marketing, economic, scheduling, production and management plans for the crowd funding project. The success of the design and sales phase of the design action not only financed it economically, but also validated all the phases and results of the research

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When external design and marketing collaborate to develop new products: A typology of patterns

Cited by 6 publications

References 70 publications

Design and marketing: Intersections and challenges

Design and marketing: Intersections and challenges

Understanding Marketing Communications Strategies During and Post Covid 19: A South African Perspective

Digitális múlt, analóg jövő

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