Bruce, Margaret; Potter, Stephen and Roy, Robin
(1995).
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Abstract
Cutbacks in design investment are often made in a time of recession because managers, when faced with competing demands, are unaware of the commercial value of such investment The research reported in this paper investigated the risks and rewards of investing in professional design expertise at a project or product level and found that such investment involves relatively low risks and can yield substantial rewards by opening up new markets and enhancing profitability However, management skills are needed to fully exploit design expertise Proper briefing of designers, regular communication between marketing, design and production, and effective project management can make the difference between success and failure.
| Item Type: | Article | ||||||
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| Copyright Holders: | 1995 The Dryden Press | ||||||
| ISSN: | 0267-257X | ||||||
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| Academic Unit/School: | Faculty of Science, Technology, Engineering and Mathematics (STEM) > Engineering and Innovation Faculty of Science, Technology, Engineering and Mathematics (STEM) |
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| Interdisciplinary Research Centre: | Innovation, Knowledge & Development research centre (IKD) Design and Innovation |
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| Item ID: | 28481 | ||||||
| Depositing User: | Robin Roy | ||||||
| Date Deposited: | 07 Apr 2011 14:54 | ||||||
| Last Modified: | 22 Mar 2017 13:32 | ||||||
| URI: | http://oro.open.ac.uk/id/eprint/28481 | ||||||
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