Recent modern technology development resulted in differentiation needs of people, shortening trend duration which could be identified with temporary vogue.
The recent rapidly changing trend might have something to do with changes in lifestyles and a variety of needs of modern people. These days corporations create new values and norms through two-way communication in a variety of areas, while they are actively pursuing strategic brand development and cooperations with designers. This types of cooperation is conceptualized as 'collaboration.'
'Collaboration' could be strategic cooperative work method fitting future market including ceramic product industry. Collaboration has been employed in ceramic brand corporation in the form of technology partnership since 1970 - 90. Collaboration has been adopted in the late 1990s and shown rapid increase in the 2000s. This means that we need to study on collaboration.
The study examines collaboration process of home and abroad ceramic product. It analyzes general typology and development of ceramic product, through which it also provides implications of ceramic product design process employing collaboration. First, the study gathered cases of ceramic product design employing collaboration through literature review. Second, its analysis units were selected within the limits of home and abroad ceramic product employing collaboration. Finally, it classifies into ceramic product of artist unit, ceramic product of two types of business, and ceramic product of marketing unit, and then attempts to find out consumer perception and purchase behavior.
The empirical findings provide perception of collaboration ceramic product, typological partner fitness, its preferences, and purchase intentions. It suggests that more developed collaboration design marketing strategy is needed in order to have differentiation of ceramic brand product, upward effect of image, and development of new markets.
Its implications are as follows: systematic establishment of ceramic product design process through cooperation work brand and collaboration target; strategic method establishment between brand and partner; joint establishment of storytelling and marketing. The findings may contribute to systematic collaboration study in the future.