An Exploratory Model for Understanding Culture in Student Design Team Idea Generation

ABSTRACT This paper explores the relationship between measures within Hofstede's cultural framework and performance in concept design by setting out a methodology for evaluating the conceptual design output of student design teams from a cultural perspective. Economic globalization 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. Three different measures were utilized in the analysis of a design study: aggregate cultural values, calculated individual cultural values and personality traits. The effectiveness of these is reviewed, and a methodology presented that provides a basis for more tangible consideration of how culture impacts upon active concept design teams.

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