Design and gender with a competitive edge
(2009) p.169-194- Abstract
- 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... (More)
- 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. (Less)
Please use this url to cite or link to this publication:
https://lup.lub.lu.se/record/159ee82e-538f-4960-bb7c-3e04d6bb98a7
- author
- Hansson, Lena LU ; Mörck, Magnus and Petersson McIntyre, Magdalena LU
- publishing date
- 2009-11-19
- type
- Chapter in Book/Report/Conference proceeding
- publication status
- published
- host publication
- Industrial Design, Competition and Globalization
- editor
- Rusten, Grete and Bryson, John R.
- pages
- 26 pages
- publisher
- Palgrave Macmillan
- external identifiers
-
- scopus:85014599081
- ISBN
- 9780230203495
- 978-1-349-30132-4
- 9780230274037
- DOI
- 10.1057/9780230274037_8
- language
- English
- LU publication?
- no
- id
- 159ee82e-538f-4960-bb7c-3e04d6bb98a7
- date added to LUP
- 2024-08-14 11:41:34
- date last changed
- 2024-08-27 10:59:04
@inbook{159ee82e-538f-4960-bb7c-3e04d6bb98a7,
abstract = {{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.}},
author = {{Hansson, Lena and Mörck, Magnus and Petersson McIntyre, Magdalena}},
booktitle = {{Industrial Design, Competition and Globalization}},
editor = {{Rusten, Grete and Bryson, John R.}},
isbn = {{9780230203495}},
language = {{eng}},
month = {{11}},
pages = {{169--194}},
publisher = {{Palgrave Macmillan}},
title = {{Design and gender with a competitive edge}},
url = {{http://dx.doi.org/10.1057/9780230274037_8}},
doi = {{10.1057/9780230274037_8}},
year = {{2009}},
}