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What happens to product design when technology changes? Does discontinuous technological change affect product design more than continuous technological change? What are the main product design strategies that emerge during technological turmoil? How can enterprises nurture design capabilities aimed at sustaining their strategies? This book offers possible answers to such questions. .
In a world where product design is gradually becoming a trans-sectorial lens through which to understand competitive processes among companies, the authors propose a conceptual and practical framework for managing the complex, interplaying dynamic between technological innovation and product design.
1) TECHNOLOGICAL CHANGE AS A TRIGGER FOR RETHINKING PRODUCT DESIGN
1.1 Technological change: perspective and antecedents
1.2 Technological change in design-intensive industries
1.3 The effects of technological change on the product languages
1.4 The dynamics of product language evolution during technological change
1.5 Case study: technological change and product languages in the lighting industry
2) STRATEGIC PRODUCT DESIGN TRADEOFFS IN TECHNOLOGICAL CHANGE
2.1 The three product design dilemmas
2.2 "Robust design" versus "technology epiphany"
2.3 Product design competition versus product design coopetition
2.4 Homogeneous versus heterogeneous product portfolios
2.5 The interplay among product design strategy dilemmas
2.6 Case study: product design strategies in the lighting industry
3) NURTURING DESIGN MANAGEMENT CAPABILITIES IN TECHNOLOGICAL CHANGE
3.1 The relevance of designer portfolio policy in design management
3.2 Sensing the new technology through designers
3.3 Sizing the right distance from the design discourse
3.4 Reconfiguring brand identity through designers
3.5 Structuring the designer portfolio according to the product design dilemmas
3.6 Case study: orchestrating designers in the lighting industry
Michele Simoni, Cabirio Cautela
Cabirio Cautela Assistant Professor at Politecnico di Milano - Milan. He is Phd in Business Management. He has been Visiting Scholar at Stanford University - CDR (Center for Design Research) in 2012. His research topics deal with the strategic role of design, the design management processes, how design can generate new business models and new ventures. He is member of the Faculty of the Master in Strategic Design and of the MBA of Politecnico di Milano. He teaches at the Politecnico di Milano Design Faculty, at POLI.Design Consortium, at MIP-Politecnico Business School and in other international schools (Universidad de Valparaiso, Chile, Tongji University, Unisinos University of Porto Alegre).
Michele Simoni Associate professor of management at Parthenope University - Naples He is Phd in Business Management. His research topics deal with marketing, innovation management and more specifically how complexity affects firm's value creation processes. He is author of more than 40 publications including journal articles and book chapters and of several books. He has been a research unit coordinator in many publicly funded research projects (PRIN, PON, MIUR special projects). He is member of the Faculty of the doctoral program in Business Management and Governance of Parthenope University. He regularly teaches in master and post-graduate education programs. He holds several international research collaborations and is member of the main international management associations.