Consequenses of design outsourcing on firm-level product strategy : A multiple case study within the furniture industry

• This paper aims to explore the sourcing strategies of companies when contracting external design resources, i.e. how and why companies select and manage their portfolio of external design resources. It also aims to explore how these sourcing strategies may be related to companies’ firm-level product strategy and their brand identity. The paper builds on interviews with managers from six Swedish furniture manufacturers. A tentative model for the relationship between the firms’ brand identities and their sourcing practices is presented and discussed.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)

SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Nyckelord

Design

marketing

designers

contracting

Publikations- och innehållstyp

ref (ämneskategori)

kon (ämneskategori)