The relationship between design sourcing strategies and the desired company brand image
Published: Jan 1, 2011
Abstract
The literature presents a number of advantages regarding companies’ strategic focus on product design, arguing that the dimension of visual aesthetics in products may help a company to create commercial success, e.g. through product differentiation and as a means of company brand recognition. However, developing new products that have visual aesthetics as an important dimension is not without difficulty, and may lead to a number of managerial...
Paper Details
Title
The relationship between design sourcing strategies and the desired company brand image
Published Date
Jan 1, 2011
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