Bridging the Chasm between Design and Marketing: Problems and Solutions in the Integration Between Design and Marketing 디자인과 마케팅 협업의 틈새관리: 디자인과 마케팅의 협업시 통합의 문제와 해결방안

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Although integrating design and marketing is critical for successful new product development (NPD), there has been a limited attention to the potential problems that arise during the NPD process and their possible solutions in academic literature. In order to narrow this gap, our study conducted a series of surveys of an interdisciplinary class project between marketing and design students over two year periods at one of U.S. universities. From the survey data collected from the total of 65 students who participated in the collaboration projects, we identified two most common problems: (1) conflict from the functional background, and (2) the conflict from imbalanced decision-making authority between design and marketing. In order to resolve such conflict, we found the two contrasting solutions: (1) facilitating communication and (2) prohibiting communication. Our findings contribute to the formation of a theoretical basis for research on the topic of design-marketing integration.
Publisher
한국산학기술학회
Issue Date
2015-02
Language
Korean
Citation

한국산학기술학회논문지, v.16, no.2, pp.1026 - 1035

ISSN
1975-4701
DOI
10.5762/KAIS.2015.16.2.1026
URI
http://hdl.handle.net/10203/205657
Appears in Collection
ID-Journal Papers(저널논문)
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