Design orientation in new product development and its measurement

• Published in: European journal of innovation management Vol. 24; no. 1; pp. 131 - 149
• Main Authors: Cantó, Mónica, Frasquet, Marta, Irene, Gil-Saura
• Format: Journal Article
• Language: English
• Published: Bradford Emerald Publishing Limited 11.01.2021; Emerald Group Publishing Limited
• Subjects: Competition; Competitive advantage; Corporate culture; Factor analysis; Innovations; Orientation; Product development; Skills; Borja Spain; Spain; Design orientation; Competitive advantage; Scale development
• ISSN: 1460-1060; 1758-7115
• DOI: 10.1108/EJIM-07-2019-0187

PurposeThe purpose of this paper is to define the design orientation construct, proposing a theoretical framework for its analysis and a validated tool for its measurement.Design/methodology/approachThe process of scale development follows the recommendations of DeVellis (1991). After qualitative research with experts, quantitative research was performed on a sample of 209 SMEs in the furniture and lighting sectors. The results, based on the use of the confirmatory factor analysis technique, yielded a measurement scale with solid psychometric properties, thus confirming its reliability and validity.FindingsThe resulting scale comprised 19 items grouped into seven dimensions: awareness of the benefits of design, design sensibility, basic design skills, specialized design skills, involving others, design organization and innovation skills.Practical implicationsThe instrument can be used to quantify the degree of design orientation in a company, thus enabling cross-sectional and longitudinal diagnoses.Originality/valueBy operationalizing the design orientation construct, this scale serves as a starting point for future developments in the field of business design and design management.