THE GAP OF IMPORTANCE OF DESIGN IN BUSINESS BETWEEN 2014 AND 2016


Marketing a obchod

THE GAP OF IMPORTANCE OF DESIGN IN BUSINESS BETWEEN 2014 AND 2016

As a result of dynamic changes on the market and a tightened competitiveness struggle, design is becoming one of the key business triggers to gain the essential competitive advantage in business. Bruce and Bessant (2002) state the major benefits of design management: increase profit by increasing sales or by decreasing manufacturing costs, increase market share, gain a competitive advantage, revamp mature and failing products, and provide a strategy for growth. Design is a way of launching a new product of service. Bloch (1995) also states that a good design attracts consumers to a product and adds value to the product by increasing the quality of the usage experiences associated with it. Managers are well aware of what design is and of the fact that it can add value in a competitive environment (Kramoliš, 2015).
Jméno a příjmení autora:

Jan Kramoliš, Anna Kotásková

Rok:
2018
Ročník:
21
Číslo:
2
Klíčová slova:
Design, importance of design, design management, business success triggers, the Czech Republic
DOI (& full text):
Anotace:
In today´s very tough market struggle in the Czech Republic, more and more companies are aware that innovation is one of the key aspects leading to market success. The main research aim of this…více
In today´s very tough market struggle in the Czech Republic, more and more companies are aware that innovation is one of the key aspects leading to market success.
The main research aim of this paper is to explore how “design” represents a business success trigger. This article examines the importance of four selected factors in the Czech Republic in 2014 and 2016 (design, quality, price, and reliability) in business success. Solutions were identified in two basic hypotheses (H1: Referring to the importance of design in relation to the success rate of the company, there is a difference between the companies conducting business in B2B and B2C markets; H2: Referring to the importance of design in relation to the success rate of the company, there is a difference among small, medium-sized, and large businesses) that were subject to statistical testing using chi-square and p-value. To evaluate results of the research, brief comparative analyses have been compiled.
The conclusion builds on the authors’ 2015 study and shows changes researched on the issue of business importance. Design represents a very important competitive factor that influences their final decision. On the contrary, the company size specification does not influence the perception of the importance of design in Czech companies.
The results clearly indicate only a minor shift. The “design” factor as the presumed business success trigger still has a weaker position compared to the rest of the examined factors. Quality and reliability have the strongest importance. In addition, there was a slight decline in the importance of the “product price” factor.
Sekce:
Marketing a obchod

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