Orientación al diseño y orientación al mercado. La relación entre la optimización del diseño como recurso empresarial y la orientación al mercado de las empresas

• Autores: Isabel Mola
• Directores de la Tesis: Francesc Solé Parellada (dir. tes.)
• Lectura: En la Universitat Politècnica de Catalunya (UPC) ( España ) en 2007
• Idioma: español
• Tribunal Calificador de la Tesis: Lluís Cuatrecasas Arbós (presid.), Carolina Consolación Segura (secret.), Jaume Valls Passola (voc.), Mario Aguer Hortal (voc.), José María Castán Farrero (voc.)
• Materias:
  • Ciencias económicas
    • Organización y dirección de empresas
      • Marketing (comercialización)
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• Resumen

  • The aim of the research consisted of finding out whether companies recognised for their excellence and for being design-oriented are also market-oriented. Volume of sales, growth and profitability are all indicators of excellence. Design orientation refers to strategic approaches that give priority to design. In the research, the Montaña & Moll (2003) model was taken to measure the quality of design management. Market orientation is based on four variables, defined by Lafferty & Hult (2001): customer orientation, the importance of information, inter-functional coordination between marketing activities and the different functions of a company, and the receptiveness and actions taken in accordance with market changes. The following theoretical proposals were derived from the research questions (RQ. 1. How is design managed in design-oriented comp anies? And RQ. 2. Are design-oriented companies market-oriented?): .. 1a: In the companies studied, design is managed in accordance with the model proposed by Montaña & Moll (2003).

    .. 1b: The model proposed by Montaña & Moll (2003) is unique, and applicable to companies in the different sectors analysed.

    .. 2: The companies analysed - firms recognised for their business success and because they are committed to design as a business resource - are customer oriented, place importance on information, promote interfunctional coordination between marketing activities and the other business functions, and act in accordance with the changes in their environment. As a result, they tend to develop market orientation very successfully.

    In accordance with the research objectives, for exploratory purposes qualitative methodology was applied to the study of a large number of cases of companies recognised for their business excellence and for their commitment to design as a strategic resource. 28 Spanish companies with these characteristics were analysed, which operate in the electronics, furniture and urban restaurant/hotel secto