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Slides from the workshop Creating Value Through Design held at Copenhagen Business School on 12 June 2014.
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HOW TO UNDERSTAND VALUE AS DYNAMIC
FEATURES
AGENDA
Presentation of the achievement of the PhD: understanding value creation !
How is value constructed in the process?!
How can managers manage design and value if the outcome is related and defined by the network? !
Tool for managing design to increase competitiveness of firms
CBSCOMPETITIVENESS
P L A T F O R M
Design as rational decision making
NPD in Industrial design
Managing as designing
Design driven innovation
design design thinking- making decisions among alternatives
to design is to plan, shape and give forms
sense making activity give meaning to the artefact, integrating technology, needs and language
designers
Planning courses of actions or artefacts!
Creativity, problem solving, observation, judgments, novel ideas, knowledge brokers!
Inspirational figures for managers; make fit with anticipation, work in the context that is not planned!
Understanding the unmet needs of society; innovations that customers do not expect but appreciate!
managers
Creating and developing the decision making process environment!
Choosing the designer able to complete the NPD and the appropriate form of organisation- facilitator !
Design things; idea generator giving form to new possibilities; bricoleurs; analytical/human/pathfinding/ design skills !
Capturing, understanding and socio- cultural trends, proposing and deciding about the designer selection!
processThe rational decision making!
Stage gate model design thinking; flexible and rapid
work on meanings using designers
value creation
Process of reduction to logic for solving the problem!
Price, lower production cost, image, emotions, symbolic and relational value—- exchange; loyalty
Valuable and sustainable workflow, attention to competitors and changing situations!
products with new meanings!
DESIGN PERSPECTIVES IN THE LITERATURE SERIE 7
1 episode
1 sub- episode
2 sub-
episode
3 sub-
episode
2 episode
3 episode
4 episode
CBSCOMPETITIVENESS
P L A T F O R M
Features associated Features diassociated
modern industrial maufacturing
cost reduction
high quality
ergonomic design
high volume mass production
high end design for mass market
lower price
design is uncomfortable
design is hand-craft
design is cabinet maker
stackable
lightweigh
suitable for working places
design is for a limited market
suitable only for few environment
heavy
expensive
limited number of design produced
organic
ornamentalfunctional
Design is produced with the bent wood and thonet technique
innovative conservative
straight lines
quality in the industrial production quality in the craft production
VALUE: FEATURES ASSOCIATED AND DISASSOCIATED- NPD AND LAUNCH
CBSCOMPETITIVENESS
P L A T F O R M
SERIE 7- 3RD EPISODE
sustainable design
comfortable design
high quality through industrial production
classic design
design using materials not environmental friendly
pop design
breakable and low quality design
long lasting fast consumption- frequently changed
Associated features Disassociated Features
VALUE: FEATURES ASSOCIATED AND DISASSOCIATED
CBSCOMPETITIVENESS
P L A T F O R M
SERIE 7- 2ND EPISODE
SERIE 7- 4TH EPISODE
Features Associated Features Disassociated
sustainable design
Scandinavian Design
design for the private market design for the corporate market
honest design
Design for a mass market
Designed by Arne Jacobsen designed by a cabinet maker
VALUE: FEATURES ASSOCIATED AND DISASSOCIATED
CBSCOMPETITIVENESS
P L A T F O R M
value design
decision making
industrial design
managing as designing
Design Driven
Innovation
design as translation
process
generated in its properties and fitness to the task
price and desire for products ! social structures social and cultural
context relations
understood as durable! ! objectively
determinable!
determinable within the
organisation structure!
subjective, arbitrary,
depending on the culture
emergent and fragile
design product utility
cost- opportunity object that is measurable
economically
a mean to an higher end a sign an actor
implication for managers
need to meet specific ways of
doing things
need to make the products
competitive, distinguishable
and more desirable
need to cope with different belief
systems
need for understanding the social and cultural
context! !
need to define the associated and disassociated features and
communicate through a translation
process
NEXT RESEARCH Design scorecard
PURPOSE OF THE TOOL
Firms with design orientation exhibited higher growth, commercial
success, and profit margins than similar companies without it. !
!
The new tool wi l l posit ively impact the f i rms by creat ing a
measurement system that offers managers new practical ways to
document the value of design in their businesses- new products and
existing products
CBSCOMPETITIVENESS
P L A T F O R M
THE MANAGERIAL TOOL FOR VALUE CREATION
The design value scorecard
Product development Strategy Organisation/
marketing !
Financial ? ? ?
Customer ? ? ?
Business Process ? ? ?
Learning and Growth ? ? ?
PROPOSED PROJECT2 years project— a tool to assist managers in Danish companies in:!! making efficient the design management processes, ! assessing the value of design, ! facilitating the communication between different units in the companies. !enter in new market!!
What customers value can be monitored, providing financial return and stimulating investments!!Phases: !• Development of prototype tool (Visits in the companies - interviews - Assessment of the perception of the markets) !• Prototype test (Assess its quality, International validation)
Workshop inviting the managers to consolidate the results and facilitate the dialogue for sharing experiences.!
!• Elaboration of the final software (Website, software Production of leaflets, Book on Danish
design)
For every 1 DKK invested, !15 DKK in net turnover
gained !in a foreign market. !
CBSCOMPETITIVENESS
P L A T F O R M
THANKS FOR YOUR ATTENTION
Discussion
Breakout session• How do you measure value of design in your company?
• Do you have best practices for evaluating the value of design in the development process?
• How have you managed design in the past? What are the major difficulties?
• How would you suggest that we further develop the proposed project?
• Is it interesting for the industry?
• Which are useful variables to consider?
• 30 minutes debate
• Plenum summing up
!!
Next meetings !
September 8th: competitiveness day - Råvarebygningen, Porcelænshaven 22
!Workshops: creating value through design
!!
8th of September Focus: Innovating through design
!19th November
Focus: tba !
For more information/ suggestion: marta gasparin [email protected] tel 38 15 22 39
!
