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The Effects of Managerial Attitudes to Design on Company Performance.
- Source :
- Journal of Marketing Management; Winter88, Vol. 4 Issue 2, p217-229, 13p
- Publication Year :
- 1988
-
Abstract
- Central to current thinking on what makes companies competitive is the notion that "it's not what you do, it's the way that you do it". The way a task is carried out in a company is itself very much related to the attitudes and opinions of the company's managers. This article focuses on top managers' attitudes to product design and shows which ones are related to superior competitive performance. An examination of the attitudes shows that there are seven basic managerial orientations to design. The most successful orientation is called the "balanced orientation'' and consists of attitudes that underpin a commitment to leading the field technically and making developments market-relevant. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 0267257X
- Volume :
- 4
- Issue :
- 2
- Database :
- Complementary Index
- Journal :
- Journal of Marketing Management
- Publication Type :
- Academic Journal
- Accession number :
- 13112763
- Full Text :
- https://doi.org/10.1080/0267257X.1988.9964070