Design impact through brand equity approach: example of telecommunication sector in Lithuania

• Žurnalo archyvas: straipsnio tekstas

ENWithin the existing literature on design little attention has been paid to the evaluation of contribution of design to business development. This paper examines the role of design in developing the telecommunications industry. Furthermore, it represents an attempt to reveal the frames of evaluation that can be used in order to strengthen the relations between business and consumers. The methodology of research includes analysis of scientific literature, systematic review of scientific statements and results of empirical research. The empirical research involves customer survey, expert survey based on multi-factorial analysis and competitor array analysis. The latter is conducted with representatives of telecommunication companies revealing the main element stressing the importance of design. The obtained research results: (i) may be implemented while creating a variety of strategies which are aimed to facilitate business development in the changing world of internationalization; (ii) may provide practical solutions in the moments of facing economic uncertainty and specific problems in business environment; (iii) may be treated as an object of scientific discussion and further research. Keywords: brand equity, design, Lithuania, marketing management, telecommunications. [From the publication]

• Vadyba / Management
• Komunikacija / Communication