Abstract
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 language | English |
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Pages (from-to) | 1129–1137 |
Number of pages | 9 |
Journal | Review of Managerial Science |
Volume | 15 |
Issue number | 5 |
Early online date | 28 May 2021 |
DOIs | |
Publication status | Published - 1 Jul 2021 |
Keywords
- Design
- Empirical research
- Marketing
- Theoretical framework