Join Now!

Join our welcoming International Design Community.

Read about the many benefits of becoming and remaining a member.

Full, Associate, Departmental and Institutional Membership available.

Complete this application form to join now.

Design Science Journal
Papers

Teaching “New Product Management” for Incremental and Radical Innovation

Teaching “New Product Management” for Incremental and Radical Innovation

Year: 2011

Section: Design Education and Business 1

Editor: Kovacevic, Ahmed, Ion, William, McMahon, Chris, Buck, Lyndon and Hogarth, Peter

Author: Liem, Andre

Series: E&PDE

Section: Design Education and Business 1

Pages: 16-22

Abstract

In educational collaborative design projects with industry, the nature of innovative activity has shifted from radical to incremental product change. This article claims that at leats user andmonetary value creation in New Product Development (NPD) projects can be achieved through competitive design solutions demonstrating better "Style" and "Technology". In terms of educational planning initiatives, both radical (Ansoff's Product-Market matrix) as well as incremental (3-D Positioning Maps) innovations methods and tools should be taught to design students. However, awarness should be created among these students that "Diversification" (= Radical Innovation) on its own is not the only generic growth strategy to gain significant competitive advantage. Focusing on "Development of new products for existing markets" or "Creation of new markets for existing products" as generic growth strategies in combination with a design strategy targeted at the "Upper Right Quadrant" of Cagan and Vogel's positioning map can also lead to a significant value creation for companies.

Keywords: Value Creation, Design Strategy, Strategic Design, Fuzzy Font End of Innovation

Download
ds conferenceE&PDE 2011: Design Education for Creativity and Business Innovation

E&PDE 2011: Design Education for Creativity and Business InnovationThe London E&PDE2011 conference is a unique opportunity for educators, practitioners and students from design-related fields to meet and exchange experiences in connecting design and business through creativity and innovation. This, the 13th International Conference on Engineering and Product Design Education, will be held at City University, London, an educational institution for business and the professions, conveniently located in Central London - one of the most vibrant business and design...

Read More

Special Interest Group (SIG)Design Education

Design EducationTo bring together academics, designers, training professionals and others throughout the world who have an interest in design education at the tertiary level....

Read More

Join Now!

Join our welcoming International Design Community.

Read about the many benefits of becoming and remaining a member.

Full, Associate, Departmental and Institutional Membership available.

Complete this application form to join now.

Download
Keywords
SIG Workshop - March 2013 - 1