Abstract
Purpose- Ceramic
industry has a critical importance for the Turkish economy, as it is one of the
sectors with the least use of indigenous resources and the least import
dependency as well as having a strong presence in the world market with its
export potential. Today, the pressure of price-based competition
from developing countries is seen in the ceramic sanitary ware industry. In
developed countries, average product prices have been kept high due to design,
brand and product quality. Although Turkey is the largest exporter in Europe in
terms of capacity, it is third in terms of turnover. The European Union
countries' ceramic sector focuses on competitive strategies based on strengths
such as innovation, design, and branding abilities to move countries away from
the market, such as Turkey, where they cannot compete through cost leadership. Turkey has a great investment in
ceramic sanitary ware industry. In order to expand the market share and the use
of idle capacities, companies need to produce high value added products through
design and branding investments.
Methodology- In the
study, literature review about design as a competition element is made and
national and international sectoral reports are examined to understand drivers
of competition and explain the value of design in the related industry.
Findings- As a result
of the study, it is revealed that the product design is one of the most
important added value elements in the industry. Conclusion- The added value role of the discipline for Turkish
ceramic sanitary ware industry and possible competition strategies based on
design are introduced.
References
- Busbin, J. W., Johnson, J. T., & DeConinck, J. (2008). The evolution of sustainable competitive advantage: from value chain to modular outsource networking. In Competition forum 6(1), 103. American Society for Competitiveness.
- Cooper, R. (2000). Design management and the ceramic industry. In I. Jackson (Ed.), Ceramic ambitions and strategic directions: perspectives on the UK ceramics industry arising from a series of executive seminars organised by Staffordshire University Business School. (pp. 40-46). Staffordshire University.
- Dti Economics Paper No.15 (2005). Creativity, Design and Business Performance.
- Dumas, A., & Whitfield, A. (1989). Why design is difficult to manage: a survey of attitudes and practices in British industry. European Management Journal, 7(1), 50-56.
- Ecorys Researh and Consulting, 2014. FWC Sector Competitiveness Studies - Competitiveness of the Ceramics Sector. Gemser, G., & Leenders, M. A. (2001). How integrating industrial design in the product development process impacts on company performance. Journal of Product Innovation Management, 18(1), 28-38.
- Hertenstein, J. H., Platt, M. B., & Brown, D. R. (2001). Valuing design: Enhancing corporate performance through design effectiveness. Design Management Review, 12(3), 10-19.
- Hertenstein, J. H., Platt, M. B., & Veryzer, R. W. (2005). The impact of industrial design effectiveness on corporate financial performance. Journal of Product Innovation Management, 22(1), 3-21.
- Kotler, P., & Alexander Rath, G. (1984). Design: A powerful but neglected strategic tool. Journal of business strategy, 5(2), 16-21.
- Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
- Mozota, B. B. (2006). The four powers of design: A value model in design management. Design Management Review, 17(2), 44-53.
- Porter, M. (2010). Rekabet üzerine. Harvard Business Review Kitabı, İstanbul, Optimist Yayınları.
- Roy, R., & Riedel, J. C. (1997). Design and innovation in successful product competition. Technovation, 17(10), 537593-548594. T.C. Kalkınma Bakanlığı. Onuncu Kalkınma Planı Seramik Çalışma Grubu Raporu. 2014-2018.
- Trueman, M., & Jobber, D. (1998). Competing through design. Long range planning, 31(4), 594-605.
- Walsh, V., Roy, R., Bruce, M., & Potter, S. (1992). Winning by design: technology, product design and international competitiveness.
Abstract
References
- Busbin, J. W., Johnson, J. T., & DeConinck, J. (2008). The evolution of sustainable competitive advantage: from value chain to modular outsource networking. In Competition forum 6(1), 103. American Society for Competitiveness.
- Cooper, R. (2000). Design management and the ceramic industry. In I. Jackson (Ed.), Ceramic ambitions and strategic directions: perspectives on the UK ceramics industry arising from a series of executive seminars organised by Staffordshire University Business School. (pp. 40-46). Staffordshire University.
- Dti Economics Paper No.15 (2005). Creativity, Design and Business Performance.
- Dumas, A., & Whitfield, A. (1989). Why design is difficult to manage: a survey of attitudes and practices in British industry. European Management Journal, 7(1), 50-56.
- Ecorys Researh and Consulting, 2014. FWC Sector Competitiveness Studies - Competitiveness of the Ceramics Sector. Gemser, G., & Leenders, M. A. (2001). How integrating industrial design in the product development process impacts on company performance. Journal of Product Innovation Management, 18(1), 28-38.
- Hertenstein, J. H., Platt, M. B., & Brown, D. R. (2001). Valuing design: Enhancing corporate performance through design effectiveness. Design Management Review, 12(3), 10-19.
- Hertenstein, J. H., Platt, M. B., & Veryzer, R. W. (2005). The impact of industrial design effectiveness on corporate financial performance. Journal of Product Innovation Management, 22(1), 3-21.
- Kotler, P., & Alexander Rath, G. (1984). Design: A powerful but neglected strategic tool. Journal of business strategy, 5(2), 16-21.
- Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
- Mozota, B. B. (2006). The four powers of design: A value model in design management. Design Management Review, 17(2), 44-53.
- Porter, M. (2010). Rekabet üzerine. Harvard Business Review Kitabı, İstanbul, Optimist Yayınları.
- Roy, R., & Riedel, J. C. (1997). Design and innovation in successful product competition. Technovation, 17(10), 537593-548594. T.C. Kalkınma Bakanlığı. Onuncu Kalkınma Planı Seramik Çalışma Grubu Raporu. 2014-2018.
- Trueman, M., & Jobber, D. (1998). Competing through design. Long range planning, 31(4), 594-605.
- Walsh, V., Roy, R., Bruce, M., & Potter, S. (1992). Winning by design: technology, product design and international competitiveness.
Details
| Journal Section | Articles |
|---|---|
| Authors | |
| Publication Date | June 30, 2017 |
| Published in Issue | Year 2017 |
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Research Journal of Business and Management (RJBM) is a scientific, academic, double blind peer-reviewed, quarterly and open-access online journal. The journal publishes four issues a year. The issuing months are March, June, September and December. The publication languages of the Journal are English and Turkish. RJBM aims to provide a research source for all practitioners, policy makers, professionals and researchers working in all related areas of business, management and organizations. The editor in chief of RJBM invites all manuscripts that cover theoretical and/or applied researches on topics related to the interest areas of the Journal. RJBM publishes academic research studies only. RJBM charges no submission or publication fee.
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