Background: A systematic and continuous product policy management is important for a company's competitiveness and the question is to what extent and in what way companies engaged in the furniture manufacturing sector actually apply them. Objectives: The objective of this paper is to explore to what extent the design profession is involved in the product policy and teams which define market properties of products in the furniture industry. Methods: In order to achieve the objectives of this paper, the Model for Exploring the Role of Design in Defining Market Properties and the Product Policy in the Furniture Industry has been devised. Two surveys have been conducted, measuring the level of involvement of the design profession in the product policy, as well as the involvement of designers in the work of teams which define market properties of products in the furniture industry. Results: The design profession is not systematically and continuously involved in the function of the product policy as the key component in programming a company's development and growth in the furniture industry. Conclusions: Companies engaged in furniture manufacturing should consider the possibility of involving design managers in coordination and management of product development, as well as in communication coordination on the manufacturer - designer level.
1. Borja de Mozota, B. (2003), Design management: using design to build brand value and corporate innovation, Allworth press.
2. Brooke Dobni, C. (2010), „Achieving synergy between strategy and innovation: The key to value creation“, International Journal of Business Science and Applied Management, Vol. 5, No. 1, 2010, pp. 48 - 58;
3. Brown, T.(2008), „Design Thinking“, Harvard business review, Vol. 86, No. 6, pp. 84-92.
4. Chittuiri, R.(2009): „Emotions by Design: A Consumer Perspective“, International Journal of Design, Vol. 3, No. 2, 2009, available at: http://www.ijdesign.org/ojs/index.php/IJDesign/article/view/577/256 (02.04.2011)
5. Gorm, G., Tore, K., Lynne Zaichkowsky, J. (2010), „Whose design is it anyway ?, Priming designer and shifting preferences“, International Joural of Market Research, The Market Research Society, Vol.52, No. 1, pp. 89 - 110.
6. Guo, L. (2010), “Product Design and Financial Performance”, Design Management Journal, Vol. 5, No. 1, pp. 5 - 19.
7. Hrvatski dizajn centar, (2005), „Implementacija dizajna u drvnu industriju“, Ministarstvo poljoprivrede, šumarstva i vodnoga gospodarstva, Zagreb/Croatian Design Centre, (2005): „Implementation of design culture and strategy into the Croatian wood sector“ , Ministry of Agriculture, Forestry and Water Management.
8. Jolly, A. (2011), The handbook of European Brand Rights Management, Kogan Page Limited.
9. Keller, G.(1975), Design, Vjesnik.
10. Kotler, P.(2004), Marketinška znanja A-Z, Binoza press, Zagreb.
11. Kotler, P., Rath, A. (1984), „Design, a powerful but neglected strategic tool“, Journal of Bussiness Strategy, Vol. 5, No. 12, pp. 16
12. Nathan associates Inc., J.E. Austin Associates Inc. (2003): „Strategija konkurentnosti za hrvatski drvni klaster“, USAID Hrvatska inicijativa za konkurentnost, Zagreb/ Nathan associates Inc., J.E. Austin Associates Inc. (2003): „Competitiveness strategy for Croatian wood cluster“, USAID Croatian Competitiveness Initiative, Zagreb
13. Ministarstvo regionalnog razvoja, šumarstva i vodnoga gospodarstva, (2011): „Operativni program razvoja prerade drva i proizvodnje namještaja 2011-2014“. / Ministry of Regional Development, Forestry and Water Management, (2011): „Operative Programme for Development of Wood Processing and Furniture Manufacturing 2011-2014“
14. Previšić, J., Ozretić Došen, Đ. (1999), Međunarodni marketing, Masmedia.
15. Sanchez, R. (2006), „Integrating Design into Strategic Managment Process“, Design Managment Review, Vol.17 No. 4, pp. 10 - 17.