Are product design researchers and practitioners on the same page? The way professional product designers view creative design

Sameti, A; Koslow, S; Mashhady, A

Are product design researchers and practitioners on the same page? The way professional product designers view creative design

Sameti, A

Koslow, S Mashhady, A

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Publisher:: EMERALD GROUP PUBLISHING LTD
Publication Type:: Journal Article
Citation:: Journal of Product and Brand Management, 2022, 31, (6), pp. 951-970
Issue Date:: 2022-06-28

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Field	Value	Language
dc.contributor.author	Sameti, A https://orcid.org/0000-0003-3607-8988
dc.contributor.author	Koslow, S
dc.contributor.author	Mashhady, A
dc.date.accessioned	2023-04-03T22:35:01Z
dc.date.available	2023-04-03T22:35:01Z
dc.date.issued	2022-06-28
dc.identifier.citation	Journal of Product and Brand Management, 2022, 31, (6), pp. 951-970
dc.identifier.issn	1061-0421
dc.identifier.issn	2054-1643
dc.identifier.uri	http://hdl.handle.net/10453/169088
dc.description.abstract	Purpose: This paper aims to explore professional product designers’ views on creative design and to compare their viewpoints with the related academic literature on product marketing. Design/methodology/approach: To find the designers’ views on creative design, face-to-face in-depth interviews based on repertory grid analysis and semi-structured questions were conducted with 32 professional and award-wining product designers who mostly design for international producers. Findings: Although marketing scholars often approach design as a noun – something that can be viewed and analysed as a bundle of attributes, dimensions or characteristics – professional designers view design differently. To them, design is a verb, a problem-solving process through which they meet the challenges consumers have with products. Comparing professional product designers’ views on design creativity with the main topics in the product marketing literature places scholars’ dispositionalism against designers’ situationalism; it also enables marketing scholars to improve their viewpoints on product design and to bring practical problem-solving and design thinking into their research. This also increases mutual understanding between marketers and designers. Research limitations/implications: This research enhances the knowledge of marketing scholars, marketers and designers about each other’s perspectives on product design creativity, which will improve their mutual understanding and the business-to-business relationship between marketers and designers. Originality/value: To the best of the authors’ knowledge, this research is the first study that has attempted to discover product designers’ opinions on the main topics in the related academic literature.
dc.language	English
dc.publisher	EMERALD GROUP PUBLISHING LTD
dc.relation.ispartof	Journal of Product and Brand Management
dc.relation.isbasedon	10.1108/JPBM-07-2021-3560
dc.rights	info:eu-repo/semantics/closedAccess
dc.subject	1503 Business and Management, 1505 Marketing
dc.subject.classification	Marketing
dc.title	Are product design researchers and practitioners on the same page? The way professional product designers view creative design
dc.type	Journal Article
utslib.citation.volume	31
utslib.for	1503 Business and Management
utslib.for	1505 Marketing
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
utslib.copyright.status	closed_access	*
dc.date.updated	2023-04-03T22:35:00Z
pubs.issue	6
pubs.publication-status	Published
pubs.volume	31
utslib.citation.issue	6

Abstract:

Purpose: This paper aims to explore professional product designers’ views on creative design and to compare their viewpoints with the related academic literature on product marketing. Design/methodology/approach: To find the designers’ views on creative design, face-to-face in-depth interviews based on repertory grid analysis and semi-structured questions were conducted with 32 professional and award-wining product designers who mostly design for international producers. Findings: Although marketing scholars often approach design as a noun – something that can be viewed and analysed as a bundle of attributes, dimensions or characteristics – professional designers view design differently. To them, design is a verb, a problem-solving process through which they meet the challenges consumers have with products. Comparing professional product designers’ views on design creativity with the main topics in the product marketing literature places scholars’ dispositionalism against designers’ situationalism; it also enables marketing scholars to improve their viewpoints on product design and to bring practical problem-solving and design thinking into their research. This also increases mutual understanding between marketers and designers. Research limitations/implications: This research enhances the knowledge of marketing scholars, marketers and designers about each other’s perspectives on product design creativity, which will improve their mutual understanding and the business-to-business relationship between marketers and designers. Originality/value: To the best of the authors’ knowledge, this research is the first study that has attempted to discover product designers’ opinions on the main topics in the related academic literature.

Please use this identifier to cite or link to this item:

http://hdl.handle.net/10453/169088