Walsh, Vivien; Roy, Robin; Bruce, Margaret and Potter, Stephen
(1993).
Perspectives on design and innovation.
Creativity and Innovation Management, 2(2)
pp. 78–86.
Abstract
A series of studies of top European and other firms has revealed patterns of design management associated with commercial success. Firms that invest resources and professional expertise in product and industrial design in traditional and new industries have been more commercially successful than firms that pay less attention to these aspects of design.
As an industry matures there is a shift in emphasis from design associated with technological innovation, to designs supporting technical improvements, and then to supporting user needs, fashion and product variants. These issues are illustrated through the history of the evolution of the bicycle.
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