Architecture & Innovation: The Impact of Physical Environments on Organizational Innovation

The effect of physical architecture upon many of the key fields of marketing science has been minimally studied. Building design and aesthetics play an increasingly important role in every step of market transactions, from product creation to distribution to in-store purchases. Using new product development and innovation as an example, this article attempts to provide a roadmap that will be beneficial to future efforts to study the impact of architectural design on employee behavior and productivity by merging the research streams of architecture and marketing science. The resulting conceptual model is justified using past domain specific research and architectural use studies, describing additional sources of data that currently exist in these other disciplines that would prove invaluable to continuing research along these lines.