The four powers of design: A value model in design management

This analysis proposes a framework to bridge the gap between the world of designers and the world of managers. Illuminating her thesis with examples from Steelcase, Decathlon, and other companies, Brigitte Borja de Mozota parallels design's ability to differentiate, integrate, transform, and contribute to the enterprise and bottom-line results with a corporate focus on markets, processes, talent, and finances

Managing customer knowledge during the concept development stage of the new food product development process

New product development (NPD) is a knowledge intensive process where the generation of new ideas and concepts requires detailed knowledge of both products and customers. The high reported failure rates for innovative functional beverages suggest an inability to manage customer knowledge effectively, as well as a lack of knowledge management between functional disciplines involved in the NPD process. This research explored the concept of managing customer knowledge at the early stages of the NPD process, through the use of advanced concept optimisation methods, and applied it to the development of a range of functional beverages. A conjoint - based survey was administered to four hundred customers in Ireland. This research identified two hypothetical functional beverage concepts with high levels of customer acceptance. Managing customer knowledge during the concept development stage of the NPD process can assist firms overcome customer acceptance issues associated with innovative products. Methodologies that advance both a firm's understanding of customers' choice motives and value systems, and its knowledge management process, can increase the chances of new product success in international food and beverage markets.Knowledge Management, New Product Development, Functional Beverages, Marketing,

Enhancing Brand Equity Through Sustainability: Waste Recycling

Unlike many existing research studies that explain reverse marketing from a purchasing perspective, this study recognizes it as an honest effort made by managers aiming to promote sustainability by purposefully managing waste and discusses the spillover effect of their initiatives on brand equity. It argues that efficient recycling of products through reverse marketing by a brand demonstrates its sincere intent to adopt sustainable business practices and enhances its equity in the marketplace. A business-to-business viewpoint has been used to combine knowledge about waste recycling and management through reverse marketing based on the unpretentious operations and management practices. The propositions reflect on the criticality of engaging business customer firms in a procedural mechanism of recycling for increase in brand equity as the success of reverse marketing. A comprehensive adoption of an initiative like waste management through reverse marketing by a brand highlights how sustainability initiatives can create value for the customers of the brand and ultimately drive brand equity

Service strategy transition : product and service offerings in medical devices

This study explores how, by undertaking customer-oriented service analysis, a company follows a non-linear approach to product-service provision which is contrary to the approach advocated in the servitisation literature. The case study verifies applicability of existing service models using the example of a global manufacturer of medical products. Open-ended interviews serve as the main source of data to reveal the change opportunities for product-service provision. Study findings suggest that customer orientation is the key element causing the change in pattern; while the analysis of consumer operations provides understanding of the planned change initiatives

A review of information flow diagrammatic models for product-service systems

A product-service system (PSS) is a combination of products and services to create value for both customers and manufacturers. Modelling a PSS based on function orientation offers a useful way to distinguish system inputs and outputs with regards to how data are consumed and information is used, i.e. information flow. This article presents a review of diagrammatic information flow tools, which are designed to describe a system through its functions. The origin, concept and applications of these tools are investigated, followed by an analysis of information flow modelling with regards to key PSS properties. A case study of selection laser melting technology implemented as PSS will then be used to show the application of information flow modelling for PSS design. A discussion based on the usefulness of the tools in modelling the key elements of PSS and possible future research directions are also presented

How to facilitate the implementation and diffusion of sustainable Product-Service Systems? Looking for synergies between strategic design and innovation sciences

Copyright @ 2010 Greenleaf PublishingEco-efficient Product-Service System (PSS) innovations represent a promising approach to sustainability. However the application of this concept is still very limited because eco-efficient PSS are intrinsically radical innovations, that challenge existing customers’ habits (cultural barriers), companies’ organizations (corporate barriers) and regulative framework (regulative barriers). Because of these multi-dimensional changes, eco-efficient PSS can be considered complex and highly uncertain innovations, and therefore difficult to be predicted, planned and managed. Therefore the challenge is not only to conceive eco-efficient PSS concepts, but also to understand which are the most effective strategies to introduce and diffuse these concepts in the market. Bringing together insights from innovation sciences (in particular transition management, strategic niche management and radical innovation studies), the paper puts forward an approach through which effectively manage the implementation and diffusion of eco-efficient PSS innovations. Starting from these results the paper outlines the implications on the design level. A new different role for design emerges. A role that may potentially opens new fields of activity alongside the consolidated ones. A role in which design is not only aimed at defining sustainable PSS concept but it is also aimed at promoting, facilitating and setting- up the conditions for implementing and diffusing this kind of innovations

Business process management tools as a measure of customer-centric maturity

In application of business process management (BPM) tools in European commercial sectors, this paper examines current maturity of customer centricity construct (CC) as an emerging dimension of competition and as a potential strategic management direction for the future of business. Processes are one of the key components of transformation in the CC roadmap. Particular departments are more customer orientated than others, and processes, customer-centric expertise, and approach can be built and utilized starting from them. Positive items within a current business process that only involve minor modification could be the basis for that. The evidence of movement on the customer-centric roadmap is found. BPM in European telecommunications, banking, utility and retail sector supports roadmap towards customer-centricity in process view, process alignment and process optimization. However, the movement is partial and not flawless, as BPM hasn’t been inquired for supporting many of customer-centric dimensions

Performance measurement procedures that support innovativeness rather than hamper it

This paper addresses the contemporary challenges in increasing firm-level innovativeness and developing appropriate performance metrics. The authors discuss these challenges and provide a literature review on the innovation enhancing factors in service industries. They subsequently study the case of a multinational telecom company that tries to renew its innovative capabilities after a restructuring. An interpretative approach, based on employee focus group interviews and an extensive management workshop, is taken to co-develop context specific factors that enhance innovativeness. These factors include, amongst others, personal recognition and acknowledgement for an innovative achievement, available time, customer intimacy, and a clear innovation strategy. The identified factors will be used in a follow-up research aimed to develop performance measurement procedures that support the company to develop and exploit its innovative capabilities