Creativity in product design strategies

In recent years product design has been among the essential issues in marketing studies. This is because customer behaviour has been changed with product design, becoming a necessary driver of purchase beyond just price and even quality. Many marketing studies have considered product design as a vital element in communicating product creativity (idea) and/or innovativeness (implementation) and relied on that as a strategic resource for competitive advantage. This thesis (By Publication Thesis, including three research articles) aims at shedding light on creative/innovative product design’s attributes and processes to explore more strategic knowledge, thus, contributes to the literature by offering a new way of strategic thinking in product marketing. This will pave avenues for future research in fields of Business-to-Business (B2B) and Business-to-Consumer (B2C) studies and help marketing and product managers and even designers to make more effective use of product design in an ever increasingly competitive market.