The purpose of this dissertation is to examine the design strategy on the world-class businesses which adopt industrial design strategically in their new product development. This study also aims at the development of Product Innovation Strategic Syst...
The purpose of this dissertation is to examine the design strategy on the world-class businesses which adopt industrial design strategically in their new product development. This study also aims at the development of Product Innovation Strategic System(PISS) for successful industrial design.
This thesis examines the visions and strategies of the leading companies such as Phillips, Sony, Allessi, LG Electronics and Samsung Electronics. Specifically, their design management, design organization, project management, success strategies and specific product developments are reviewed. Based on these case studies, a questionnaire survey was made to determine the factors affecting the product development.
For the statistical analysis, these case studies were conducted to find common success factors of the above leading companies, which could be summed up into the following four categories:
First, CEO's mind and vision of design management,
Second, expert utilization system of the design organization, construction of unique and reasonable design process, verification and assessment of the result,
Third, prediction of and quick reaction to the changes as design strategy (market, technology, demand and life of product, etc.),
Fourth, reflection of consumers' needs on the product development for creativity, futuristic innovation of product, identity of product, enhancement of design competitiveness and ability of advertisement.
Based on the results of the questionnaire survey, the PISS system for the successful industrial design has been suggested. The structure of this system can be explained as follows;
First, when CEOs support the design managers administratively and financially, 'design creative power' will be increased to reflect customers' needs. It will promote the development of competitive products with functions, quality and technology.
Second, R&D resources, engineering resources and technology will enhance technical innovation power which will in turn result in product development.
Third, product competitive power is concerned with price, information on rival products, type and functions of product. These are the strategic factors to determine the product competitive.
Three major factors-design creativity, technological innovation and product competitive-will determine the competitive advantage of a product leading to its success level. Based on the above three factors, the following nine elements has been revealed.
First, creation of unique technology and knowledge,
Second, autonomous and creative design power,
Third, improvement of national and international competitiveness,
Fourth, active reaction to the environmental changes,
Fifth, reasonable, logical and creative design development,
Sixth, effetive and efficient management and leadership,
Seventh, establishment of design policy, management and strategy,
Eight, development of the prodcut competitive,
Ninth, establishment of design identity home and abroad.