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


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.


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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.
Original article