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Maximizing the value of industrial design in new product development
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Groffin, Keith and Micheli, Pietro (2010) Maximizing the value of industrial design in new product development. Research-Technology Management, Volume 53 (Number 5). pp. 29-37. ISSN 0895-6308.
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Abstract
Industrial design is essential for the creation of products that satisfy user needs and aspirations and can be differentiated from the competition. However, most companies fail to reap the full benefits of design. This is often due to cultural and language barriers, between design and other functional areas, and barriers to the introduction of industrial design into new-product development (NPD) process. In this paper we show how designers and NPD managers have different perceptions of “good” design and the ways to achieve it. We also illustrate the challenges in attempting to introduce industrial design into a structured NPD approach. It is by identifying and tackling these issues that managers can exploit the full potential of design, thus making their companies more innovative and competitive.
Item Type: | Journal Article | ||||
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Divisions: | Faculty of Social Sciences > Warwick Business School | ||||
Journal or Publication Title: | Research-Technology Management | ||||
Publisher: | Industrial research institute | ||||
ISSN: | 0895-6308 | ||||
Official Date: | 1 September 2010 | ||||
Dates: |
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Volume: | Volume 53 | ||||
Number: | Number 5 | ||||
Page Range: | pp. 29-37 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access | ||||
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