Knowledge Base Repository
In addition to research papers, the Design Society is developing several valuable resources for those interested in the study of design. These include a repository of PhD theses, a library of case studies and transcripts of design activities, and an archive of our newsletters. Please note that these resources are accessible exclusively to Design Society members.
CULTURE AND CONCEPT DESIGN: A STUDY OF INTERNATIONAL TEAMS
Wodehouse, Andrew J; Maclachlan, Ross; Grierson, Hilary J; Strong, David
Type:
Year:
2011
Editor:
Culley, S.J.; Hicks, B.J.; McAloone, T.C.; Howard, T.J. & Badke-Schaub, P.
Author:
Series:
ICED
Section:
Human Behaviour in Design
Page(s):
12-21
Abstract:
This paper explores the relationship between culture and performance in concept design. Economic globalisation has meant that the management of global teams has become of strategic importance in product development. Cultural diversity is a key factor in such teams, and this work seeks to better understand the effect this can have on two key aspects of the concept design process: concept generation and concept selection. To this end, a group of 32 students from 17 countries all over the world were divided into culturally diverse teams and asked to perform a short design exercise. A version of the Gallery Method allowed two kinds of activity to be monitored – the individual development of concepts and the collective filtering and selection of them. The effect of culture on these processes was the focus of the work. Using Hofstede’s cultural dimensions, the output from the sessions were reviewed according to national boundaries. The results indicate that individualism and masculinity had the most discernable effect on concept generation and concept selection respectively.
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