AN ONTOLOGICAL FRAMEWORK TO LINK MARKETING AND DESIGN

DS 92: Proceedings of the DESIGN 2018 15th International Design Conference

Year: 2018
Editor: Marjanović D., Štorga M., Škec S., Bojčetić N., Pavković N.
Author: Casagrande-Seretti, Alessandro; Montagna, Francesca
Series: DESIGN
Section: DESIGN INFORMATION AND KNOWLEDGE
Page(s): 1535-1546
DOI number: https://doi.org/10.21278/idc.2018.0189

Abstract

Communication issues between people with different backgrounds within the product development teams are commonplace. The causes are many, including cultural differences and language barriers. Nevertheless, cooperation between Marketing and Design was proved to be strongly correlated with product success. In this paper, we study an ontological way to overcome this problem. The framework is built on the FBS ontology and refers to Consumer Behaviour theories. It was tested on a set of 77 products.

Keywords: communication, integrated product development, requirements management

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