Design and Gender with a Competitive Edge

Autor: Magnus Mörck, Lena Hansson, Magdalena Petersson McIntyre
Rok vydání: 2010
Předmět:
Zdroj: Industrial Design, Competition and Globalization ISBN: 9781349301324
DOI: 10.1057/9780230274037_8
Popis: Firms compete on price and quality, but can also compete on issues of inclusion and sustainability, including gender and design as a competitive strategy. To develop a company brand that projects an image of an inclusive organization is one strategy that businesses can deploy to develop a unique selling proposition. Another possibility is to adapt product designs to include more groups within a population. This brings a new role for gender awareness in the construction of a design-based competitive strategy and situates gender in a unique position. Gender is hence seen as profitable in several ways. A substantial reason for businesses to make gender part of their marketing is also an awareness of the growth of female consumers and the importance of women in consumer choice.
Databáze: OpenAIRE