Papers by Tore Kristensen
International Journal of New …, 1999
Industrial Design, Competition and Globalization, 2010
Conference Proceedings of the Academy for Design Innovation Management, 2019
A general view, often presented in a political context, suggests investment in design may create ... more A general view, often presented in a political context, suggests investment in design may create societal benefits, like economic growth, employment, competitiveness, and convenience. Conducted at a general level with aggregate variables, such measurements provide very limited insights and can even be misleading. A different approach takes a particular view of a designed artefact, object, system or service. Addressing the benefactors, users and consumers, we may be able to reach an individual value, which in turn may be aggregated to assess a market, KPI or similar. How does design express value? And how can we measure the value? To design is to create value for somebody. However, the value depends on who judges it and their and their personal values. According to John Heskett; “Design, stripped to its essence, can be defined as the human capacity to shape and make our environment in ways without precedent in nature that serves our needs and gives meaning to our lives”. (Heskett, 20...
Journal of Retailing and Consumer Services, 2013
It is widely accepted that the human brain has limited capacity for perceptual stimuli and consum... more It is widely accepted that the human brain has limited capacity for perceptual stimuli and consumers' visual attention, when searching for a particular product or brand in a grocery store, should then be limited by the boundaries of their own perceptual capacity. In this exploratory study, we examine the relationship between abundant in-store stimuli and limited human perceptual capacity. Specifically, we test the influence of package design features on visual attention. Data was collected through two eyetracking experiments, one in a grocery store using wireless eye-tracking equipment, and another in a lab setting. Findings show that consumers have fragmented visual attention during grocery shopping, and that their visual attention is simultaneously influenced and disrupted by the shelf display. Physical design features such as shape and contrast dominate the initial phase of searching. Time pressure and familiarity with the grocery store are studied and discussed. (J. Clement), tk.marktg@cbs.dk (T. Kristensen), kjell.gronhaug@nhh.no (K. Grønhaug). 1 Phone: þ 45 3815 2131; fax: þ45 3815 2101. 2 Phone: þ 47 9597 8299; fax: þ47 5595 9460.
Creativity and Innovation Management, Jun 1, 2004
Creative processes are complex and consist of sub‐processes, e.g. value creation, scaffolding, im... more Creative processes are complex and consist of sub‐processes, e.g. value creation, scaffolding, imagination and materialization. Creativity takes place in a physical context, i.e. in a confined space. Such space restricts and enables the free flow of sensory experiences and proximity of other people. The confinements may make certain sensory experiences available, e.g. vision of source material, sight and sound (including noise). This framing allows certain cognitive processes and restricts others. This may induce emotions that, in turn, facilitate or reduce the enhancement of creativity. Physical space affects the well‐being of people, the channels of information, the availability of knowledge tools and sets the stage for coherence and continuity, which may contribute to competitive advantages.
This paper draws on ideas in economics and game theory to develop a new theory of marketing and c... more This paper draws on ideas in economics and game theory to develop a new theory of marketing and corporate communication in the emerging network economy. We argue that in a network economy, firms and consumers will confront “coordination problems.” With the emerging network economy all this become urgent because the availability and cost of information decreases. Also, timing issues becomes crucial as millions of people get access to the same information simultaneously. That explain why events where masses of viewers simultaneously participate in the same events become so important. We introduce a simple game theoretic model to explain this, and discuss marketing applications and possible strategies.
The literature in consumer psychology has tended to lack a clear separation between theoretical m... more The literature in consumer psychology has tended to lack a clear separation between theoretical models of creativity and beauty evaluations of products. The present study examined whether creativity and beauty affected willingness to pay jointly or separately. In three experiments ...
Innovative Marketing (hybrid), Mar 26, 2017
Marketing management Marketing management has references back to the 1930s, but the real inventio... more Marketing management Marketing management has references back to the 1930s, but the real invention of the term came with Wroe Alderson and his book Marketing Behaviour and Executive Action from 1957. Alderson's theory was intimately related to the value chain, which he labeled "the marketing system", enacting that system in a modern terminology. Marketing according to him was a process of improving the "bundle of goods" held by the parties of the vertical chain by negotiation and the exchanges of goods. One could impute the image of a "merchant", which is the go-between between supplier, middle trade and the end consumers. Actually all transformations in the primary value chains as in Porters (1980) value chain models need such facilitation. The assumption made was that the function of the marketing executive-today called a marketing manager was to "sort and mix" already existing goods. The "merchants'" (now marketing manager's) task was to identify the demands of the consumers and match it as well as possible with the suppliers at hand. Porter (1980) showed how this becomes increasingly complex as there are an increasing number of transitions between inbound logistics and outbound logistics and consumer services. The aim would remain as the matching between supply and demand. The focus on the negotiation between buyer and seller has more recently been strengthened in the so-called "relational marketing" concepts, where the long-term relations have been in focus. But none of these have introduced material realism. Also, marketing has rarely been conceived as a creative process, although in practice the element of differentiation offers and competitive behavior seems inevitable. The work of the marketing manager is not limited to "sorting and mixing" already preexisting goods, (Alderson, 1957) but to a large extent to engage in innovative pursuit to develop new products and services. This is creative work for anyone involved. For marketing, it deals with both the product, and also the market. Just as shorter product lifecycles, also markets have shorter lifecycles, despite a lot of efforts to sustain them. It is the marketing managers' responsibility to create
Gabler Verlag eBooks, 2012
In our article we present an unusual case study in the sense that we don’t present a single corpo... more In our article we present an unusual case study in the sense that we don’t present a single corporate case, but we present you a new notion, transformation economy – its characteristics: creative elements, domain and field, furthermore we show where transformations may take place: in person, physical environments, organizations and technology.
Design Journal, Jul 1, 1999
It is argued that in order to design for quality of life, designers should focus on the capabilit... more It is argued that in order to design for quality of life, designers should focus on the capabilities of the users and the ‘affordances’ artifacts give to these capabilities. This article provides an approach within which various concepts are matched with the experiential, the social and the identifying nature of designs (products. objects and artifacts). The author discusses how these concepts can be used in problem-finding and problem-solving in the design process.
Open Source Business Resource, 2009
... community as a group of people who share social interac-tion, social ties, and a common (cybe... more ... community as a group of people who share social interac-tion, social ties, and a common (cyber)space (http://linkinghub ... Efficient validation and information supply are needed to enhance the product related benefits for the users and to strengthen user participation. ...
The importance of building good corporate reputations has gained a wide interest from theory as w... more The importance of building good corporate reputations has gained a wide interest from theory as well as practice. However, literature in corporate reputation is mostly oriented towards the business organizations. Now in addition, nonprofit organizations are coming to realize that they have much to learn from private organizations and that corporate reputation as a management technique is particularly appealing in the public sector. Interest in corporate reputation management of higher education (HE) institutions has surged in recent years. Many higher education institutions have suffered from declining government support and faced growing demands for accountability and efficiency in their performance. To compensate for the decline in government funding, a number of higher education institutions began exploring corporate reputation management as a tool for meeting the challenges. One could ask if it is not sufficient, that higher education institution performs well in education and research. While that used to be the case, nowadays it is not enough.[...]Marketingo katedraVytauto Didžiojo universiteta
Design Management Journal, Jun 10, 2010
KNOWING THAT CONSUMERS are swayed by emotions, Tore Kristensen and Jonas Sverdrup-Jensen have ini... more KNOWING THAT CONSUMERS are swayed by emotions, Tore Kristensen and Jonas Sverdrup-Jensen have initiated research on the empathic dimensions of graphic design. Thus far, their work shows that while design elements can elicit specific reactions—including great admiration—even the most impressive graphics are no substitute for credibility and quality. In the final analysis, their hope is to discover how the emotional response to graphics can be exploited to reinforce more-rational assessments of a product or service.
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Papers by Tore Kristensen