Competitive by design
Abstract
This paper is concerned with the role of design in the competitiveness of manufacturing companies and reports on design management in commercially successful firms. The findings are based on a survey of design policies and practices in over one hundred British and foreign companies from several industries, ranging from furniture to electronics. The paper shows that while in theory design plays a key role in competition, influencing both “price” and “non‐price” factors, in practice many managers do not give design high priority in company strategy and product development. The commercially most successful firms were those that not only invested resources in design and managed it effectively, but had other strengths, for example in marketing and manufacturing.
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Too much emphasis on technical excellence or marketing can lead to innovations that are too highly priced or over engineered.
“Moreover too much emphasis on technical excellence or marketing can lead to innovations that are too highly priced or over engineered (Walsh, Roy and Bruce, 1988).”
From Networking and innovation: a systematic review of the evidence (2004) · cites this paper as Walsh, Roy and Bruce, 1988
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- Authors
- Walsh, V., Roy, R., & Bruce, M.
- Affiliations
- University of Manchester (GB)
- The Open University (GB)
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 1988-01
- Volume
- 4
- Issue
- 2
- Pages
- 201-216
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2059274550
- Cited by
- 85
- References
- 12
- Citations by year
- 2026: 2 · 2024: 1 · 2023: 2 · 2021: 1 · 2020: 4 · 2019: 4 · 2018: 5 · 2017: 2 · 2016: 4 · 2015: 4 · 2014: 8 · 2013: 6 · 2012: 3
- FWCI
- 10.68
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing Management (publishedVersion)
- Open Research Online (The Open University) (acceptedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Strategy and Management › Business Strategies and Innovation
- Physical Sciences › Engineering › Mechanical Engineering › Design Education and Practice
- Social Sciences › Business, Management and Accounting › Management of Technology and Innovation › Product Development and Customization
- Keywords
- design management, competitiveness, manufacturing companies, design policy, product development, non-price competition, business strategy, design investment, commercial success, furniture industry, electronics industry
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