Product Design and Corporate Strategy: Managing the Connection for Competitive Advantage

Abstract

Product design is increasingly crucial to success in the international marketplace. This illustrated work offers managers analyses and practical advice to help their companies manage the design process and integrate it into corporate strategy. In addition, it presents a look at the inner workings of two companies: Herman Miller, Inc and NV Philips. Robert Blaich held high-level design positions at both of these companies. Here, he discusses how they successfully manage the design function for impressive results. Offering practical advice, he also cites 10 critical design management issues that must be tackled by design managers as well as their marketing, technical and production colleagues.

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