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Resourceful sensemaking : overcoming barriers between marketing and design in NPD
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Micheli, Pietro and Beverland, Michael B. (2015) Resourceful sensemaking : overcoming barriers between marketing and design in NPD. Academy of Management Proceedings, 2015 (1). 16308. doi:10.5465/AMBPP.2015.16308abstract ISSN 0065-0668.
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Official URL: http://dx.doi.org/10.5465/AMBPP.2015.16308abstract
Abstract
Although new product development (NPD) success results from marketing and design working together, research suggests this relationship is often fraught with conflict due to different interpretive schemes. Drawing on dyadic interviews between designers and marketers we examine how each strategically deploys knowledge of the other to effect improved NPD outcomes. Building on the sensemaking literature we identify the need for resourceful sensemaking that results in horizon-expanding discourse among those involved in NPD. From our data three practices involved in resourceful sensemaking emerge: exposure, co-optation, and repurposing. These result in marketers and designers expanding the range of considerations and inputs into NPD.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School > Operations Management Faculty of Social Sciences > Warwick Business School |
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Journal or Publication Title: | Academy of Management Proceedings | ||||
Publisher: | Academy of Management | ||||
ISSN: | 0065-0668 | ||||
Official Date: | January 2015 | ||||
Dates: |
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Volume: | 2015 | ||||
Number: | 1 | ||||
Article Number: | 16308 | ||||
DOI: | 10.5465/AMBPP.2015.16308abstract | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
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