Industrial Design: High Time Cinderella Went to the Ball
Argues the case for the full integration of industrial design into the new product development (NPD) process. Demonstrates, first, a clear structure of benefits based on design's direct contribution to profitability and brand value as a core component of the sales proposition - and, by its power of association, a key influencer on the sale itself. Second, it reviews the current state of play in UK industry, based on recent research by the author's company, Random, in which it identifies a major "intention gap" between attitude and practice. Finally, in prescriptive mode, it provides a detailed "route-map" for achieving full integration.
Keywords: Customer Requirements; Design; Engineering; Industrial Design; Management Attitudes; New Product Development; Project Team; Strategic Planning
Document Type: Research Article
Publication date: 01 May 1994
- Merged into Integrated Manufacturing Systems in 1996
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