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Market orientation, restructuring and collaboration: The impact of digital design on organizational competitiveness
Marina Dabić, Nebojša Stojčić, Komivi Afawubo, Mourad Chouki, Nicolas Huck.
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Creativity and Innovation Management
Highlights:
- The objective of this study is to investigate how digital design-induced changes in market orientation, internal restructuring and external cooperation affect firms’ competitive orientation.
- The simultaneous equation framework was applied to a survey of 515 user interface and experience designers from France.
- The results suggest that market orientation is not the only channel through which digital design influences firm competitiveness.
- Digital design leads to organizational change and the reconfiguration of external relationships that directly and indirectly help companies build competitive advantages and increase customer satisfaction.
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Cite this article:
Dabić, Marina, et al. “Market Orientation, Restructuring and Collaboration: The Impact of Digital Design on Organizational Competitiveness.” Creativity and Innovation Management, vol. 32, no. 3, Sept. 2023, pp. 425–41. DOI.org (Crossref), https://doi.org/10.1111/caim.12567