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In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.

AN ONTOLOGICAL FRAMEWORK TO LINK MARKETING AND DESIGN

Casagrande-Seretti, Alessandro; Montagna, Francesca

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Type:
Papers
DS 92: Proceedings of the DESIGN 2018 15th International Design Conference
Year:
2018
Editor:
Marjanović D., Štorga M., Škec S., Bojčetić N., Pavković N.
Author:
Casagrande-Seretti, Alessandro; Montagna, Francesca
Series:
DESIGN
Section:
DESIGN INFORMATION AND KNOWLEDGE
Page(s):
1535-1546
DOI number:
https://doi.org/10.21278/idc.2018.0189
Abstract:
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.
Keywords:
communication, integrated product development, requirements management
DESIGN 2018 - 15th International Design Conference
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