177 EMAC 2014 Regional Conference / citation information: Rocco S., Pisnik, A. (2014): Developing a Conceptual Model of Relationship between Market Orientation and Design Orientation, 5th EMAC Regional Conference - Marketing Theory Challenges in Emerging Markets, University of Economics in Katowice- Poland, September, 2014 Book of Proceedings, ISBN: 978-83-7875-210-3, pp.177-184 Sanja Rocco, MSc Zagreb School of Business sanja.rocco@vpsz.hr Aleksandra Pisnik, Ph D Faculty of Economics and Business, University of Maribor aleksandra.pisnik@uni-mb.si Developing a conceptual model of relationships between market orientation and design orientation Abstract While the role of other functions within marketing are continuously researched and measured, the role of design has been neglected. This research has the intention to investigate the direct and indirect relationships between market orientation and design orientation, with the customer as the focus of both constructs. We will validate existing models of market orientation, design orientation and design management, investigate the variables of design, improve them and propose the new design orientation model incorporated into the marketing system. To achieve that, we have to prepare the research by developing the initial conceptual model of relationship between MO and DO. Keywords: marketing, design orientation, relationship, conceptual model, research