The interplay of marketing and design

Jörg Henseler, Manuela Guerreiro, Nelson de Matos

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This paper provides insights into the interdisciplinary intersections between marketing and design. It explores the various design intersections in the marketing fields. The collaboration between marketing and design is restricted by the paradigm boundaries, but not by the industry, researchers, and research projects. Challenges for both disciplines' future are explored, highlighting the need for a paradigm shift in marketing.

Original languageEnglish
Pages (from-to)1129–1137
Number of pages9
JournalReview of Managerial Science
Issue number5
Early online date28 May 2021
Publication statusPublished - 1 Jul 2021


  • Design
  • Empirical research
  • Marketing
  • Theoretical framework


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