Intersymbol competition: research on strategy deoxidization and design orientation of product language

2006 ◽  
Author(s):  
Hu Fei
Keyword(s):  
Design Orientation

scholarly journals Estratégias de trabalho docente no ensino de criação publicitária: a atividade de orientação como situação de aprendizagem / Strategies of educational work in the teaching of advertising design: the orientation activity as learning situation

Intexto ◽  
2016 ◽  
pp. 163
Author(s):  
Fábio Hansen ◽  
Juliana Petermann ◽  
Rodrigo Stéfani Correa
Keyword(s):  
Teaching Strategy ◽  
Field Work ◽  
Learning Situation ◽  
Educational Work ◽  
Knowledge Change ◽  
Continuous Formation ◽  
Orientation Process ◽  
Teacher Needs ◽  
Pedagogic Practices ◽  
Design Orientation

Em uma investigação apoiada pelo MCTI/CNPq, realizada em parceria interinstitucional entre a UFPE, a UFSM e a UFPR, buscamos examinar as práticas pedagógicas adotadas pelos docentes que atuam em disciplinas cuja finalidade é o ensino de criação publicitária. Atenção especial recai ao processo de orientação - estratégia de ensino em que o professor acompanha os estudantes de forma sistemática e colabora na superação de dificuldades. Observamos, a partir do trabalho de campo ancorado em gravações de aulas em áudio e vídeo, que o professor publicitário necessita de contínua formação para converter a atividade de orientação em um instante estratégico de troca de conhecimento, interação e produção de sentido, a fim de favorecer a mediação e a formação de um ambiente adequado para aprendizagem em que o estudante queira se lançar nos desafios do querer aprender criatividade.Palavras-chaveEnsino. Criação publicitária. Processo de orientação. Formação publicitária. Trabalho docente. AbstractIn a leaning investigation for MCTI/CNPq, accomplished in a inter-institutional partnership among UFPE, UFSM and UFPR, seeking to examine the pedagogic practices adopted by the teachers that act in disciplines whose purpose is the teaching of advertising design. Special attention relapses on the orientation process - teaching strategy in that the teacher accompanies the students in a systematic way and it collaborates in the overcoming of difficulties. We observed, starting from the field work anchored in recordings of classes in audio and video, that the advertising teacher needs continuous formation to convert the orientation activity in a strategic instant of knowledge change, interaction and sense production, in order to favor the mediation and the formation of an appropriate atmosphere for learning that the student wants to set in the challenges of wanting to learn creativity.KeywordsTeaching. Advertising design. Orientation process. Advertising formation. Educational word.

The role of marketing and product design in driving firm’s performance

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Mónica Canto Primo ◽  
Irene Gil-Saura ◽  
Marta Frasquet-Deltoro
Keyword(s):  
Competitive Advantage ◽  
Market Orientation ◽  
Product Differentiation ◽  
Structural Equation ◽  
Integrative Model ◽  
Research Approach ◽  
Perceived Effectiveness ◽  
Content Type ◽  
Marketing Orientation ◽  
Design Orientation

Purpose This study aims to suggest an integrative model to investigate design orientation by analyzing its links with market orientation and its ability to generate and maintain a competitive advantage and improve effectiveness. Design/methodology/approach The structural equation technique is used to test the research hypotheses based on data from the Spanish furniture and lighting industries. The data are obtained from the responses of 209 companies to a questionnaire targeted at design and marketing managers. Findings The results suggest that design orientation helps companies to gain competitive advantages in product differentiation and improve business effectiveness. The design orientation is stimulated by proactive market orientation and by marketing-design integration during the development of new products. The design orientation fully mediates the effect of proactive marketing orientation on perceived effectiveness. Originality/value This study uses a quantitative research approach to propose and test an integrative model that relates design orientation with the generation of competitive advantage in product differentiation and perceived effectiveness.

Design orientation as a source of sustainable company performance

2021 ◽  
Vol 13 (1) ◽  
pp. 1
Author(s):  
Sanja Rocco ◽  
Borut Milfelner ◽  
Aleksandra Selin�šek
Keyword(s):  
Company Performance ◽  
Design Orientation

scholarly journals MOVING TOWARDS A MORE SUSTAINABLE BELGIAN DWELLING STOCK: THE PASSIVE STANDARD AS THE NEXT STEP?

2013 ◽  
Vol 8 (2) ◽  
pp. 112-132 ◽  
Author(s):  
Karen Allacker ◽  
Frank De Troyer
Keyword(s):  
Life Cycle ◽  
Environmental Impact ◽  
Residential Buildings ◽  
Policy Measure ◽  
Optimal Variant ◽  
The Future ◽  
Future Requirement ◽  
Design Orientation

To efficiently move towards a more sustainable dwelling stock in Belgium, priorities need to be defined. Accordingly, it should be questioned if the new policy measure requiring the passive standard for newly built residential buildings from 2020 onwards is justified. This paper emphasises on the energy related aspects of the results of a PhD research. In the research residential buildings in the Belgian context were optimised from a life cycle environmental impact and cost perspective. The results proved that not for all dwelling types and layouts the passive standard is the optimal variant. A well-considered design, orientation and choice of dwelling type will be necessary to make the future requirement of the passive standard technically feasible and efficient.

scholarly journals The difference of managerial approach in more or less design-oriented companies

2020 ◽  
Vol 25 (1) ◽  
pp. 193-213
Author(s):  
Sanja Rocco ◽  
Aleksandra Selinšek
Keyword(s):  
Market Orientation ◽  
Measurement Instrument ◽  
Internet Survey ◽  
Future Research ◽  
Business Success ◽  
Market Outcomes ◽  
Design Resources ◽  
The Difference ◽  
The Impact ◽  
Design Orientation

While the market orientation of companies has been thoroughly analysed, a review of the marketing literature indicates that there is significantly less research on Design Orientation, and especially on their relationship. This paper analyzes the variables of Design and Market Orientation on the basis of existing models and develops the measurement instrument for future research. The study also investigates the impact of managerial approach on the exploitation of design resources in the company. Two hypotheses are developed: the first on the DO-MO relationship, acknowledging the multiple dimensions of Design Orientation and the second on the difference in managerial approach between more and less design-oriented companies. The first, qualitative stage of the research served to re-examine the research constructs and variables, while an Internet survey was used in the second, quantitative stage, among managers and CEOs from Croatian companies. The design dimensions in our final model represented intermediaries between Market Orientation, managerial approach, and market outcomes. Results confirm that managers in non-design oriented companies differ from those in design-oriented companies by perceived design value. Managers’ and CEOs’ awareness of design, its value and potentials, are of great importance for design implementation and Design Orientation of a company as a whole, especially in SMEs. Managerial approach, according to results, has a direct effect on Design Orientation, but it also influences Market Orientation, both directly and indirectly, as well as business success. Findings of this study can have implications for scholars, as well as for managers in practice, especially in emerging economies, which lack research in Design Orientation. Future research should be expanded to other countries in the region.

scholarly journals Design orientation as a source of sustainable company performance

2021 ◽  
Vol 13 (1) ◽  
pp. 87
Author(s):  
Aleksandra Selinšek ◽  
Sanja Rocco ◽  
Borut Milfelner
Keyword(s):  
Company Performance ◽  
Design Orientation
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