STEERING THE VALUE CREATION IN AN AIRPLANE DESIGN PROJECT FROM THE BUSINESS STRATEGIES TO THE ARCHITECTURAL CONCEPTS
DS 68-3: Proceedings of the 18th International Conference on Engineering Design (ICED 11), Impacting Society through Engineering Design, Vol. 3: Design Organisation and Management, Lyngby/Copenhagen, Denmark, 15.-19.08.2011
Editor: Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Cantemessa, M.
Author: Rianantsoa, Ndrianarilala; Yannou, Bernard; Redon, Romaric
Section: Design Organisation and Management
The objectives of the designers have above all been the achievement of the aircraft mission and the certification rules. Today, the competition between airplane manufacturers leads to bring more added values to the stakeholders. Other types of values have then to be considered as higher level objectives like the ground operations and maintenance costs, the environmental impact, the image, the security and the autonomy. Therefore, the conceptual design must be driven in the perspective of value creation objectives from the first airplane specification sheet to a satisfactory dimensioned architecture. Consequently, the traceability of value contributions of design concepts to the entire airplane value should be better supported. An explicit enriched representation of the value model and the targeted stakeholders is then built. A strategical alignment transforms value targets into marketing business strategy and low level innovation strategies that drive design concepts development. This paper addresses all of these issues with a methodological proposal in four steps and based on a value based management of knowledge, design problems and design solutions.