AN ONTOLOGICAL FRAMEWORK TO LINK MARKETING AND DESIGN
Editor: Marjanović D., Štorga M., Škec S., Bojčetić N., Pavković N.
Author: Casagrande-Seretti, Alessandro; Montagna, Francesca
Section: DESIGN INFORMATION AND KNOWLEDGE
DOI number: https://doi.org/10.21278/idc.2018.0189
Communication issues between people with different backgrounds within the product development teams are commonplace. The causes are many, including cultural differences and language barriers. Nevertheless, cooperation between Marketing and Design was proved to be strongly correlated with product success. In this paper, we study an ontological way to overcome this problem. The framework is built on the FBS ontology and refers to Consumer Behaviour theories. It was tested on a set of 77 products.