How will a marketing perspective influence our product decisions for our project?


Beverland, M., Micheli, P. and Farrelly, F. (2016). Resourceful Sensemaking: Overcoming Barriers between Marketing and Design in NPD. Journal of Product Innovation Management, 33(5), pp.628-648.


This article examines how designers and marketers overcome deep-seated differences in approaching NPD (Di Benedetto, 2012; Verganti, 2011). The good relationship between the marketers and designers has a great influence on the success of NPD (Griffin, 2011; Noble, 2011).The difference between this article and the previous articles is that early articles often focuses on explaining why barriers emerge, this article aims to figure out how to overcome them (Carlile, 2002; Dougherty, 1992).


Firstly, this article demonstrates the natures the conflicts between designers from several aspect. They are Relationship to the environment, Relationship to time and Nature of truth.To summing up these three aspects, designers are more inclined to create new things, while the marketers pay more attention to the existing situation of consumers. Even so, “designers and marketers are capable of creating a common framework of meaning.”(Beverland, Micheli and Farrelly, 2016)

In fact, the two are not contradictory. The following article discusses how to use resourceful sensemaking to effectively alleviate the conflict between the two. This article described three resourceful sensemaking practices that help overcome barriers to IFC and lead to horizon expanding discourse.

To discuss how a marketing perspective will influence our product decisions for our project, it is necessary to figure out what is product decisions.

“Decisions regarding the product, price, promotion and distribution channels are decisions on the elements of the “marketing mix”. It can be argued that product decisions are probably the most crucial as the product is the very epitome of marketing planning.” (Carter, 1997)

Avlonitis and Papastathopoulou (2006) also explored products decisions and made a three-fold classification of product decisions.


Figure 1 Types of product decisions


Source:Avlonitis and Papastathopoulou (2006)


According to this article, I reflect on my own project. Our project is to build new fashion line for a tech brand, Beats. As a result, we can refer to more market data from competitive brands and our less comprehensive primary researches. Because of the lack of pre-brand sales data, our product decisions may not be sufficient in this respect.

In addition, the same person shares the role of market researcher and designer in our project, so our designers have a better understanding of the market. Therefore, the design of our group can well combine the design with the market.

When making decisions about the product type, we took recommendations from consumers and trends. When making decisions about the tangible/physical products, in combination with the popular trend premise, we divergently generates the needs of consumers to create and design our products. Moreover, we are still exploring how to make a better decision of intangible/augmented products.

Because our design is influenced a lot by markets, my concern is whether our design will be a little bit conservative. In our project, designers have the final say on her own work. Based on our position on our company (making innovative fashion and technology products), we value innovation more, we respect designers’ decisions and strive to balance the relationship between market demands and innovation.



Avlonitis, G. and Papastathopoulou, P. (2006). Product and services management. London: Sage Publications.

Benedetto, C. (2012). The JPIM Thought Leadership Symposium. Journal of Product Innovation Management, 29(3), pp.344-348.

Carlile, P.R. (2002). A pragmatic view of knowledge and boundaries: Boundary objects in new product development. Organization science13(4), pp.442-455.

Carter, S. (1997). Global agricultural marketing management. Rome: Food and Agriculture Organization of the United Nations.

Dougherty, D. (1992). Interpretive barriers to successful product innovation in large firms. Organization science3(2), pp.179-202.

Griffin, A. (2011). Legitimizing academic research in design: Lessons from research on new product development and innovation. Journal of Product Innovation Management28(3), pp.428-433.

Noble, C.H. (2011). On elevating strategic design research. Journal of Product Innovation Management28(3), pp.389-393.

Verganti, R. (2011). Radical design and technology epiphanies: A new focus for research on design management. Journal of Product Innovation Management28(3), pp.384-388.


This entry was posted in Uncategorised. Bookmark the permalink. Post a comment or leave a trackback: Trackback URL.


  1. Posted 30th May 2018 at 2:49 pm | Permalink

    I agree with your point. Although designers are responsible for designing, they also need to look at the current market to know current trends, so that they can design clothes that meet the needs of consumers. That’s the reason why in our group, the designer is also a market researcher. And designer also need to communicate with buyers to know the cost of each product. While in many companies, designers may neglect the needs of consumers and only design what they think is fashionable and trendy. The communication between different roles is very important in a teamwork.

    • Posted 31st May 2018 at 2:25 am | Permalink

      Thank you for the comment. In normal companies, designer and market researcher are different roles, so the communication is necessary. And I think the style of clothes is decided by the concept of the brand. different type of fashion brands have give different degrees of attention to the designer and the market.

Post a Comment

Your email is never published nor shared. Required fields are marked *

You may use these HTML tags and attributes <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <s> <strike> <strong>


Skip to toolbar