Consequenses of design outsourcing on firm-level product strategy: A multiple case study within the furniture industry
2011 (English)In: 18th International Product Development Management Conference, "Innovate through design", Delft, June 6-7, 2011, 2011Conference paper (Refereed)
This paper aims to explore the sourcing strategies of companies when contracting external design resources, i.e. how and why companies select and manage their portfolio of external design resources. It also aims to explore how these sourcing strategies may be related to companies’ firm-level product strategy and their brand identity. The paper builds on interviews with managers from six Swedish furniture manufacturers. A tentative model for the relationship between the firms’ brand identities and their sourcing practices is presented and discussed.
Place, publisher, year, edition, pages
Design, marketing, designers, contracting
IdentifiersURN: urn:nbn:se:liu:diva-72198OAI: oai:DiVA.org:liu-72198DiVA: diva2:458203
International Product Development Management Conference