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The risks and rewards of design investment

Bruce, Margaret; Potter, Stephen and Roy, Robin (1995). The risks and rewards of design investment. Journal of Marketing Management, 11 pp. 403–417.

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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: Journal Article
Copyright Holders: 1995 The Dryden Press
ISSN: 0267-257X
Project Funding Details:
Funded Project NameProject IDFunding Body
Not SetWF20250021ESRC (Economic and Social Research Council)
Academic Unit/Department: Mathematics, Computing and Technology > Engineering & Innovation
Mathematics, Computing and Technology
Interdisciplinary Research Centre: Innovation, Knowledge & Development research centre (IKD)
Item ID: 28481
Depositing User: Robin Roy
Date Deposited: 07 Apr 2011 14:54
Last Modified: 19 Mar 2014 15:07
URI: http://oro.open.ac.uk/id/eprint/28481
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