The Dichotomy between Marketing and Design: Incorporating Designerly Approaches into Organisa tional Culture within Consumer Packaged Products

초록

Purpose, value and impact of the paper: This research intends to articulate attitudes and ways of design employment between two disciplines: marketing (business) and design. The research investigates brand development in consumer packaged goods (CPG) which has been criticised for maintaining the status quo in brand development. Research question: 1) What are the different attitudes to employing designerly approaches between marketing and design? 2) How can an organisation enhance the value of designerly approaches in a business context?Methodology This paper focuses on delineating the findings of semi-structured qualitative interviews with ten participants: five from CPG industry and five from design consultancies specialising in CPG brand development. This is series of interviews was analysed by a thematic analysis method using codes determined and arising from previous online-survey research and by analysing visual materials elicited during interviews. Main results: In conclusion, both marketing and design acknowledge that design envisions opportunities for CPG to some degree, though the ways of exploiting design show differences in terms of collaboration and organisational endorsement. From the interview analysis, specifically, the application of designerly methods – visualisation and prototyping – is limited to the design team or designers. Moreover, regarding collaboration with consumers and other stakeholders, design (or designers) is deemed to take part in developing tangibles, and marketing (or marketers) has difficulty in integrating the diverse phases in CPG brand development Implications: This paper will suggest the implied steps needed to bridge the gap between the two different disciplines in order to integrate designerly approaches into the organisation via collaborative ways of running projects.

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