Abstract
The aim of this paper is to validate a multidimensional measurement of design orientation and test its links with marketing design integration and competitive advantage in trade and tourism companies. Structural equations modelling was used to analyse data from 421 service firms. The results show that design orientation helps firms to achieve a competitive advantage and thus improve their relationship with service users and their business effectiveness. This study provides trade and tourism firms with an instrument to accomplish design orientation by assessing its constituent dimensions.
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