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Paper info: DESIGN IN BUSINESS - TO - BUSINESS MARKETS

Title


DESIGN IN BUSINESS - TO - BUSINESS MARKETS

Authors


Tore Kristensen & Kjell Grønhaug

Place of Publication


The paper was published at the 17th IMP-conference in Oslo, Norway in 2001.

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Abstract


This paper makes a case for the use of design in business-to-business marketing. Although designmost clearly is a competitive asset in consumer marketing, the vertical connections force upstreamuse of design. This development coincides and complements corporate and product branding, wheredesign is seen as a way to verify and sustain the claims given in branding. Finally, the paper containssome steps towards the use of design in business to business.