THE DIFFERENCE OF MANAGERIAL APPROACH IN MORE OR LESS DESIGN-ORIENTED COMPANIES

While the market orientation of companies has been thoroughly analysed, a review of the marketing literature indicates that there is significantly less research on Design Orientation, and especially on their relationship. This paper analyzes the variables of Design and Market Orientation on the basis of existing models and develops the measurement instrument for future research. The study also investigates the impact of managerial approach on the exploitation of design resources in the company. Two hypotheses are developed: the first on the DOMO relationship, acknowledging the multiple dimensions of Design Orientation and the second on the difference in managerial approach between more and less design-oriented companies. The first, qualitative stage of the research served to re-examine the research constructs and variables, while an Internet survey was used in the second, quantitative stage, among managers and CEOs from Croatian companies. The design dimensions in our final model represented intermediaries between Market Orientation, managerial approach, and market outcomes. Results confirm that managers in non-design oriented companies differ from those in design-oriented companies by perceived design value. Managers' and CEOs' awareness of design, its value and potentials, are of great importance for design implementation and Design Orientation of a company as a whole, especially in SMEs. Managerial approach, according to results, has a direct effect on Design Orientation, but it also influences Market Orientation, both directly and indirectly, as well as business success. Findings of this study can have implications for scholars, as well as for managers in practice, especially in emerging economies, which lack research in Design Orientation. Future research should be expanded to other countries in the region.