Paper info: DESIGN IN BUSINESS - TO - BUSINESS MARKETS
DESIGN IN BUSINESS - TO - BUSINESS MARKETS
Tore Kristensen & Kjell Grønhaug
Place of Publication
The paper was published at the 17th IMP-conference in Oslo, Norway in 2001.
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.