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Title: Design orientation as a source of sustainable company performance

Authors: Aleksandra Selinšek; Sanja Rocco; Borut Milfelner

Addresses: Faculty of Economics and Business, University of Maribor, Razlagova ul. 14, 2000 Maribor, Slovenia ' Zagreb School of Business, Ulica grada Vukovara 68, 10000 Zagreb, Croatia ' Faculty of Economics and Business, University of Maribor, Razlagova ul. 14, 2000 Maribor, Slovenia

Abstract: This paper aims to test the relationships between design orientation and its implementation with customer orientation and, consequently, company performance. Research model and hypotheses were tested on the Croatian market. Data were collected using the computer-assisted web interviews on the population of Croatian companies with at least three employees. The hypotheses were tested using the partial least squares-based structural equation modelling (PLS-SEM). The research results highlight the role of design as one of the important predecessors of customer orientation, and its indirect influence on company performance was confirmed.

Keywords: design orientation; design implementation; customer orientation; sustainable company performance; firm size.

DOI: 10.1504/IJSE.2021.113310

International Journal of Sustainable Economy, 2021 Vol.13 No.1, pp.87 - 106

Received: 17 Jun 2020
Accepted: 08 Sep 2020

Published online: 19 Feb 2021 *

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