Winning by Design Technology, Product Design and International Competitiveness Book

	List of Plates
	List of Figures
	List of Tables
	Acknowledgements
	Introduction and Summary	1
	The Background to Winning by Design	1
	Using this Book	3
	Summary of the Main Arguments and Findings	4
	The Structure of Winning by Design	10
1	Perspectives on Design and Innovation	13
	Definitions of Design and Innovation	15
	Design Professions and Specialisms	23
	Is Design more Important than Invention and Innovation?	25
	The Design Innovation Group Studies	35
	Different Views of Design	41
	Design Skills	49
	The Design and Product Development Process	52
2	Design, Innovation and Competitiveness	55
	British International Competitiveness	55
	Reasons for Britain's Competitive Decline	61
	Government Support for Design and Innovation	68
	The Economic and Commercial Role of Design	72
	Why Good Design is Not Enough	85
3	Innovation, Design and Corporate Strategy	88
	Innovation Theory and Design Management	88
	Innovation Strategies and Firm Culture	95
	Design and Firm Strategy in the Nordic Countries	99
	Company Goals, Plans and Strategies	101
	The Return on Investment in R&D and Design	110
	The Problem of Coordination	114
	Lessons and Conclusions	116
4	Human Resources for Design	118
	Where Does Design Fit into Company Structure?	119
	In-house Design	124
	The Design Consultancy Industry	131
	Lessons and Conclusions	136
5	Organizing Design and Innovation	138
	Types of Product Development Organization	139
	Blending Functional and Team Approaches	145
	Analysing Functional and Team Approches	149
	Organizing Research, Design and Development: a Tale of Three Trains	154
	Lessons and Conclusions	164
6	Designing for the Market	167
	Product Marketing Strategies	169
	Sources of Market Intelligence	175
	Stimuli for New Product Development	180
	Traditional and Creative Marketing	184
	Customer Involvement in Design and Innovation	188
	Lessons and Conclusions	190
7	From Design Brief to Manufactured Product	191
	The Product Design and Development Process	191
	From Brief to Specification	198
	From Concept to Prototype	206
	From Prototype to Production	213
	Post-launch Design Changes	222
	Speeding Up Product Development	224
	Lessons and Conclusions	226
8	Issues in Design and Innovation	229
	Company Performance, Competitiveness and Economic Growth	229
	Design Policy and Technology Strategy	232
	Designing for a Better Quality of Life	239
	Conclusions	245
	References	247
	Index	262