Design Management Academy 2017 Hong Kong

Track 4.b Challenges and Obstacles to the Enactment of an Outside-In Perspective: The Case of Design

*Gloria Moss, Buckinghamshire New University, UK
Cees De Bont, Hong Kong Polytechnic University, HK
Paul Springer, University of East London, UK
Gabor Horvath, University of South Wales, UK
* contact:

Preferences shape perceptions of product usefulness, utility, ease of use, as well as price sensitivity and the time that people attend to something so contributors are invited to consider factors that shape preferences and influence an organisation’s ability to enact an Outside-in perspective. Relevant factors include nationality (the best contributions will be considered for a Routledge book ‘Nationality, Design and Marketing’), personality (how this shapes creations and preferences), gender (the role of culture and physiological in men and women’s visuo-spatial abilities) and organisational factors (the homogeneity principle and its influence on designer selection with potential conflicts with external customer preferences)  A consideration of these factors singly or in combination would be encouraged.

This track therefore explores the challenges/ obstacles to achieving an Outside-in perspective with design with key issues being:  way that organisational culture and actors may shape notions of design excellence; how organisational concepts of design excellence may be at odds with those of consumers; how obstacles in the way of an Outside-in perspective can be identified and addressed. Added to this, an understanding of the way that segmentation variables (personality, nationality and gender) impact design creations and preferences and whether there is an ‘opposites attract’ effect, through the design of these variables (such that for example a design created by someone of nationality x would be preferred by someone of nationality) or whether there is a ‘like attracts like’ effect such that designs created by men are likely to be preferred by men over women).

Indicative References

Outside-in perspective

Baden-Fuller, C. (1995). Strategic innovation, corporate entrepreneurship and matching outside-in to inside-out approaches to strategy research. British Journal of Management, 6 (Special issues), 3-16. doi: 10.111/j.1467-8551.1995.tb00134.x

Bergema, CPAM, Valkenburg, AC, Kleinsmann, MS & Bont, CJPM de (2011). Exploring collaboration in a networked innovation project in industry. In TJ Howard, K Mougaard, TC McAloone & S Thorp Hansen (Eds.), Proceedings of the 18th international conference on engineering design, ICED’11 (pp. 211-220). s.l.: The Design Society. (TUD)

Bloch, P. (1995). Seeking the ideal form:  Product design and consumer response. Journal of Marketing, 59, 16–292.

Bloch, P. H. et al. (2003). Individual differences in the centrality of visual product aesthetics: Concept and measurement. Journal of Personality and Social Psychology 71, 665–679.

Hassenzahl, M. (2007). “Aesthetics in interactive products: Correlates and consequences of beauty”, in Schifferstein, H.N.J. and Hekkert, P. (eds). Product Experience. Amsterdam: Elsevier.

Karande, K. et al. (1997). Brand personality and self concept: A replication and extension. American Marketing Association, Summer Conference 165–71.

Moss, G (2007). Psychology of performance and preference:  advantages, disadvantages, drivers and     obstacles to the achievement of congruence. Journal of Brand Management, 14(4), 343–358

Springer, P (2009). Ads to Icons:  How Advertising Succeeds in a Multimedia Age. Kogan Page


Allport, G. W. and Vernon, P. E. (1933). Studies in expressive movement. New York, NY: Macmillan.

Hammer, E. F. (1980). The clinical application of projective drawings. Charles C. Thom:  Springfield

Harris, J. (2007). Personal projections in artists’ work: implications for branding’. Journal of Brand Management, 14(4), 296–313.

Moss, G (in press), Personality, Design and Marketing, Routledge


Moss, G. and Vinten, G. (2001). Choices and preferences: The effects of nationality. Journal of Consumer Behaviour 1(2), 198–207

Samli, C. (1995). International consumer behavior: Its impact on marketing strategy development. Westport: Quorum Books.


Horvath, G., Moss, G., Gunn, R. & Vass, E. (2007). Gender and web design software, Journal of Systems, Informatics and Cybernetics, 5 (6), 22–27 see$/sci/pdfs/I572DJB.pdf

Moss, G. (2009). Gender, design and marketing, farnham: Gower doi: 10.1080/0267257X.2011.558390.

Stilma, M. and Vos, O. (2009). Gender based product design research:  Is there an indicating difference in Product Design made by male and female design graduates; Design Principles and Practices: An International Journal, 3, 1–10