Macquarie University
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Creativity in product design strategies

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posted on 2022-09-20, 01:20 authored by Ardalan SametiArdalan Sameti

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.


Table of Contents

Chapter 1: Introduction – Chapter 2: Paper/Article 1 – Chapter 3: Paper/Article 2 – Chapter 4: Paper/Article 3 – Chapter 5: Conclusion and Discussion


Dissertation Presented in Fulfillment of the Requirements for the Degree of Philosophy Doctorate (Ph.D.) in Marketing and Management

Awarding Institution

Macquarie University

Degree Type

Thesis PhD


Thesis (PhD), Department of Marketing, Macquarie Business School, Macquarie University

Department, Centre or School

Department of Marketing

Year of Award


Principal Supervisor

Scott Koslow

Additional Supervisor 1

Gerard Tellis


Copyright: The Author Copyright disclaimer:




238 pages