This article empirically explores the nature of the role of design in the new product development process. The investigation adopts a multiple case study methodology. Data were collected through a six-month interview program carried out with mid-size to large U.K. manufacturing companies. The researchers articulate the scope and detailed nature of actions undertaken by design across all phases of the new product development process. Design functional, integration, and leadership actions are unraveled from the data. A taxonomy characterizing three roles for design in new product development is developed and explained. In the first role, design is explored as a functional specialism.
The second categorization develops the role of design as part of a multifunctional team. The third role depicts the designer as process leader. Detailed actions and skills associated with each role are discussed and illustrated. Contextual factors explaining and influencing each design role are unraveled. These are articulated as speed of development process, innovativeness of the product development effort, and use of external design agencies. The implications of these findings for the development of design skills and capabilities are discussed in terms of recruitment, training, and educational policies.
[1]
J. Brown,et al.
Bridging epistemologies: The generative dance between organizational knowledge and organizational knowing
,
1999
.
[2]
Anil Menon,et al.
A Model of Marketing Knowledge use within Firms
,
1992
.
[3]
David Twigg,et al.
Managing the design/manufacturing interface across firms
,
2002
.
[4]
W. Faulkner.
Conceptualizing Knowledge Used in Innovation: A Second Look at the Science-Technology Distinction and Industrial Innovation
,
1994
.
[5]
Giuseppe Calabrese,et al.
Managing information in product development
,
1999
.
[6]
J. Hauser,et al.
Integrating R&D and marketing: A review and analysis of the literature
,
1996
.
[7]
Nikolaos Tzokas,et al.
The effectiveness of market information in enhancing new product success rates
,
1999
.
[8]
Antonio J. Bailetti,et al.
Integrating customer requirements into product designs
,
1995
.
[9]
W. Souder,et al.
An information transfer model for integrating marketing and R&D Personnel in new product development projects
,
1990
.
[10]
R. Cooper.
Third‐Generation New Product Processes
,
1994
.