Skip to content Skip to navigation
University of Warwick
  • Study
  • |
  • Research
  • |
  • Business
  • |
  • Alumni
  • |
  • News
  • |
  • About

University of Warwick
Publications service & WRAP

Highlight your research

  • WRAP
    • Home
    • Search WRAP
    • Browse by Warwick Author
    • Browse WRAP by Year
    • Browse WRAP by Subject
    • Browse WRAP by Department
    • Browse WRAP by Funder
    • Browse Theses by Department
  • Publications Service
    • Home
    • Search Publications Service
    • Browse by Warwick Author
    • Browse Publications service by Year
    • Browse Publications service by Subject
    • Browse Publications service by Department
    • Browse Publications service by Funder
  • Help & Advice
University of Warwick

The Library

  • Login
  • Admin

The role of marketing in the design and innovation of future products in the connected digital economy

Tools
- Tools
+ Tools

Ng, Irene C. L. and Wakenshaw, Susan Y. L. (2013) The role of marketing in the design and innovation of future products in the connected digital economy. Working Paper. Coventry: Warwick Manufacturing Group. WMG Service Systems Research Group Working Paper Series (Number 10/13).

[img]
Preview
PDF
WRAP_Role of Marketing in Design and Innovation.pdf - Other - Requires a PDF viewer.

Download (481Kb) | Preview
Official URL: http://www2.warwick.ac.uk/fac/sci/wmg/research/bus...

Request Changes to record.

Abstract

Technological advances could potentially enable the firm to serve contexts, i.e., achieving value-in-use with customers in their consumption contexts through the provision of offerings. Serving contexts must necessarily shift the role of marketing to the design aspects of products to meet customer needs and also to the production aspects of transactions and transaction boundaries to meet company needs for profitability. This paper proposes a research agenda for the role of marketing in product design and innovation for future products to tackle the constant tension between these two aspects. We propose that the role of marketing would lie in (1) gaining insights into contexts, (2) understanding products as affordance and potential for the dynamic re-configurability, (3) the design of transactions and transaction boundaries, and (4) distributing competencies. The significance of studying the role of marketing in product design and innovation attributes to its potential contribution to develop new business models, and generate opportunities for new offerings and new markets, be they tangible goods or services.

Item Type: Working or Discussion Paper (Working Paper)
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
T Technology > TA Engineering (General). Civil engineering (General)
Divisions: Faculty of Science, Engineering and Medicine > Engineering > WMG (Formerly the Warwick Manufacturing Group)
Library of Congress Subject Headings (LCSH): Engineering design , Industrial design , Product design, Marketing -- Management
Series Name: WMG Service Systems Research Group Working Paper Series
Publisher: Warwick Manufacturing Group
Place of Publication: Coventry
ISSN: 2049-4297
Official Date: 2013
Dates:
DateEvent
2013Available
Number: Number 10/13
Number of Pages: 26
Institution: University of Warwick
Status: Not Peer Reviewed
Access rights to Published version: Open Access
Description:

Accepted for conference at the 13th International Research Conference in Service Management (La Londe), May 27-30, La Londe les Maures, France.

Related URLs:
  • Organisation

Request changes or add full text files to a record

Repository staff actions (login required)

View Item View Item

Downloads

Downloads per month over past year

View more statistics

twitter

Email us: wrap@warwick.ac.uk
Contact Details
About Us