Design management – the unexplored retail marketing competence
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 1 April 2002
Abstract
Food retailers invest heavily in design expertise to create exciting packaging and to develop store environments to entice customers to buy premium food products, and to strengthen their competitive edge. The process by which food retailers manage design has not been documented and this is an oversight in the field of design management that this paper addresses. Cases of four UK retailers are presented and their approaches to design management are compared and discussed. A model of retail design management is presented which represents current “better practice” in UK food retail; in addition, a model of the seven Ps of design management is presented to foster better understanding of the role of food retail design management function.
Keywords
Citation
Vazquez, D. and Bruce, M. (2002), "Design management – the unexplored retail marketing competence", International Journal of Retail & Distribution Management, Vol. 30 No. 4, pp. 202-210. https://doi.org/10.1108/09590550210423672
Publisher
:MCB UP Ltd
Copyright © 2002, MCB UP Limited