Centre for Technology Management
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The Innovation - Styling Spectrum: A
Framework for the Valuation of Industrial Design Involvement in New Product
Introduction
*James Moultrie, Pete Fraser
Centre for Technology Management, Institute for
Manufacturing, University of Cambridge, Mill Lane, Cambridge, CB2 1RX, UK.
*jm329 eng.cam.ac.uk
P John Clarkson
Engineering Design Centre, University of Cambridge
Abstract
Industrial Design (ID) has traditionally been viewed as contributing to
product aesthetics, ergonomics and concept visualisation. However, the role of
the industrial designer consultancy has developed to encompass all aspects of
new product development. Previous empirical work has demonstrated a strong
relationship between ID involvement and commercial success. These studies
provide persuasive evidence of the importance of ID, but stop short of offering
practical help to managers needing to justify investment. Based on literature
and exploratory cases, a framework is proposed which recognises that ID can be
involved in product development in a number of different ways from styling
through to innovation and strategy development. The framework captures a range
of issues which will inform the generation of practical tools to support
managers in the evaluation of ID investment at the outset of a project.
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