The Need Recognition in Marketing of the Tailor-Made Furniture and Personalization Process of the Product through Design Management

  • Assoc. Prof. Dr. Jordan Berginc Studio of Entrepreneurship, and Faculty of Design, Associate Member of the University of Primoska, Peevale 10, Trzin, Slovenia
Keywords: marketing need, tailor-made furniture, value proposition, personalization, user experiences, product design, design management

Abstract

Small business furniture manufacturers in the age of digital media are changing the concepts of marketing and sales based on the strategy they recognize the user experiences. This creates a difference between industrial furniture manufacturers and traditional carpentry companies that produce tailor-made furniture. For our research, we examine the core question: “How successfully do small kitchen furniture manufacturers face strong competition in the market through a product personalization approach, considering user experiences and by practicing design management strategy?” With the support of the on-line marketing research, we will research 120 experienced customers, study their marketing need and user experiences of kitchen furniture in the concept of design management strategy.

References

Acklin, C. (2011). The absorption of design management capabilities in SMEs with little or no prior design experience. Proceedings of the Nordes 2011: Making Design Matter.

Best, K. (2015). Design Management: Managing Design Strategy, Process and Implementation. Bloomsbury Publishing.

Berginc J. (2016). Dizajn management – vpetost dizajn managementa v podjetniški proces. Studio podjetništva.

Berginc, J., and Hrovatin, J. (2015). A Comparison of Design Management Approaches as Part of Company Business Models: A Contemporary Theoretical Approach. In N. Matičić, J. Hrovatin, D. Celcar (Eds.), Bridges between design and management (pp. 33-40). Faculty of Design.

Borja de Mozota, B. (2003). Design Management: Using Design to Build Brand Value and Corporate Innovation. Allworth Press.

Boult, J. (2006). Emerging Demands and Challenges for Design Support. SEE Design Bulletin.

Brown, T. (2008). Design Thinking. Harvard Business Review, 86(6), 84-92.

Cruickshank, L. (2010). The Innovation Dimension: Designing in a Broader Context. Design Issues, 26, 17–26.

DMI (2009). Design Management Institute, Boston. https://www.dmi.org/page/What_is_Design_Manag.

Granovetter, M.S. (1973). The Strength of Weak Ties. American Journal of Sociology, 78(6), 1360–1380.

Fraser, H. (2009). Design Business: New Models for Success. Design Management Review, 20(2), 56-65, doi: 10.1111/j.1948-7169.2009.00008.x.

Green J. (2007). Democratizing the Future: Towards a New Era of Creativity and Growth. http://resourcelists.ntu.ac.uk/items/AAD0E992-E21D-01A3-C91D-3A97BB1FF324.html.

Hobday, M., Boddington, A., & Grantham, A. (2011). An Innovation Perspective on Design: Part 1. Design Issues, 27(4), 7-13.

Kajsa, E. (2005). Design Investments in Small Wood Manufacturing Companies: Problems and Possibilities of Using Design Management Expertise in Product Development. Lulea Technology University.

Kaneko, K., Kishita, Y., and Umeda, Y. (2018). Toward Developing a Design Method of Personalization: Proposal of a Personalization Procedure. Procedia CIRP, 69(2018), 740-745. DOI: 10.1016/j.procir.2017.11.134.

Lindroos, J. (2016). Digital interior design by Stailia design OY. Novia University of applied science Turku – Finland.

Sorin, K. (2019). Think design spinning design ideas: Digital technologies innovation interior design. https://blog.logodesignguru.com/digital-technologies-innovating-interior-design/.

KCDM. (2019). Z dizajnom do uspešne organizacije: Izkušnje, rezultati in priporočila iz prakse slovenskega Kompetenčnega centra za design management. Center za kreativnost, Muzej za arhitekturo in oblikovanje.

Kootstra, L.G. (2009). The Incorporation of Design Management in Today’s Business Practices. INHOLLAND University of Applied Sciences.

Martin, R. (2009). The Design of Business: Why design thinking is the next competitive advantage. Harvard Business School Publishing.

Mugge, R., Schoormans, J.P.L., and Schifferstein, H.N.J. (2009). Emotional bonding with personalised products. Journal of Engineering Design, 20(5), 467–476.

Vukasovič Tina (2020). Koncepti sodobnega trženja. Harlow: Pearson Education Limited.

Torn, R., Vaniker, T. (2019). Mass personalization with Industry 4.0 by SME’s. Procedia Manufacturing, 28(2019), 135–141.

Tseng M.M., Jiao., R.J., and Wang, C. (2010). Design for Mass Personalization. CIRP Annals, Manufacturing technology, 59(1), 175.

Published
2021-06-30
How to Cite
BErginc, J. (2021) “The Need Recognition in Marketing of the Tailor-Made Furniture and Personalization Process of the Product through Design Management”, Mednarodno inovativno poslovanje = Journal of Innovative Business and Management, 13(1), pp. 40-49. doi: 10.32015/JIBM/2021.13.1.40-49.
Section
Original article