دانلود رایگان مقاله لاتین اثربخشی طراحی در توسعه محصول از سایت الزویر
عنوان فارسی مقاله:
نقش و اثربخشی طراحی در توسعه محصول جدید: مطالعه تولیدکنندگان ایرلندی
عنوان انگلیسی مقاله:
The roles and effectiveness of design in new product development: A study of Irish manufacturers
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Conceptual foundations and hypotheses
2.1. What is design? In the literature, design has been mostly considered as either an outcome or a process (Talke et al., 2009). As an outcome, design is usually related to the final result ofthe NPD process and regarded as product appearance (Eisenman, 2013). As a process, design not only involves adding pleasing features to a final product, but it requires the performance of different activities pursuing the creation of an appealing, usable and functional object. Design therefore plays an important role in both the creation and development of meanings (Verganti, 2008) along the NPD process, and contributes to the functionality, aesthetics and usability of products (Chiva and Alegre, 2007). Recently, academics and practitioners have started to examine design as a strategic approach, and as an alternative to traditional product and service development processes (Martin, 2009; Cross, 2011; Liedtka, 2014). In particular, several authors have argued that the processes and practices adopted by designers—often referred to as “design thinking” (Brown, 2008)—could be a potent means to innovate and to address customers’ needs (Chen and Venkatesh, 2013). Also, a “designerly” approach—which goes beyond products and services, and brings together an understanding of technological aspects with an appreciation of the sociocultural context—has been advocated as a way to reinvent processes and business models (Gruber et al., 2015). 2.2. Impact of design Various studies have shown that design can play a signifi- cant role in NPD (Lawrence and McAllister, 2005; Micheli et al., 2012). Good design can generate positive reactions from consumers (Yamamoto and Lambert, 1994), help differentiate products (Veryzer and Borja de Mozota, 2005), and lead to competitive advantage (Beverland, 2005). On the other hand, the relationship between design and performance seems to be rather nuanced and dependent on intermediary factors (Chiva and Alegre, 2009). For example, Gemser and Leenders (2001) identified that in situations where emphasising design in the NPD process is not new to the industry (e.g., in furniture or fashion) such a focus alone would not be sufficient to improve performance. Moreover, in cases of radical innovations in the functional attributes of products, changes in the design could lead to lower acceptance by the market (Goode et al., 2013; Mugge and Dahl, 2013).1 Not withstanding the effect of mediating and moderating factors, researchers interested in design effectiveness have mainly concluded that design investments lead to better NPD outcomes (Hertenstein et al., 2005; Utterback et al., 2006; Verganti, 2006; Ravasi and Stigliani, 2012). For example, Hertenstein et al. (2005) find that investments in design are capable of generating financial returns in the form of more profitable sales, higher returns on sales, and higher returns on assets. Marsili and Salter (2006) based their analysis on Dutch Community Innovation Survey data and considered the relationship between design expenditure (expressed as a proportion of sales) and various NPD output indicators.2 Their results show thatinvestmentin design had a positive effect on sales from new products, but no significant link to sales of improved products. Using a comparable definition of design, Cereda et al. (2005) draw similar conclusions for the UK, again identifying a positive link between design spending and product innovation.3 More recently, Czarnitzki and Thorwarth (2012) demonstrate the positive relationship of design expenditure with NPD outputs in a group of Flemish plants. This evidence suggests our first hypothesis: Hypothesis 1 (The contribution of design). Design makes a positive contribution to NPD performance.
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کلمات کلیدی:
Robust design in new product development process: a neglected ... www.emeraldinsight.com/doi/full/10.1108/00438020210418809 by J Antony - 2002 - Cited by 12 - Related articles Abstract: Robust design (RD) is a powerful methodology for making products' performance insensitive to variations in manufacturing conditions, environmental ... What is product development (new product development, or NPD ... searchcio.techtarget.com › Project management › Software management Jun 7, 2016 - Product development, also called new product management, is a series of steps that includes the conceptualization, design, development and ... Searches related to design in new product development role of designer in product development importance of innovation in design new product development stages product development pdf 7 stages of new product development process what is new product new product development process ppt product development definition
