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Title: Design and competitive advantage: collaborative strategies enabling radical innovations of meanings
Authors: Dell'Era, C
Human Centred Design Institute (HCDI) Research Seminar Series
Keywords: User-centred;Ideas;Technologies;Change;Design driven innovation;Knowledge diversity
Issue Date: 2012
Publisher: Brunel University
Abstract: Customers are paying increasing attention to product design, whether the aesthetic, symbolic or emotional meanings of products. Designers can support companies in exploring customers’ needs and the appropriate signs (such as form, colours, materials, etc) that give meaning to products. Managing collaborations with designers is therefore a critical issue for companies that operate in design-intensive industries. The seminar discusses how a company may develop a proper collaborative strategy by identifying an effective portfolio of designers. It shows that companies that innovate collaborate with a broad range of external designers. Most important, innovativeness does not depend on diversity brought by an individual designer, but on diversity brought by the entire portfolio of designers of a firm. The implication is that companies should not focus only on the characteristics of single external parties when developing a collaborative innovation strategy, but, rather, manage carefully a balanced portfolio of collaborators.
Description: This seminar was delivered on 30th April 2012 by Dr Claudio Dell'Era, Assistant Professor in the Department of Management, Economics and Industrial Engineering at the Politecnico di Milano, where he also serves as Co-Director of MaDe In Lab, the Laboratory of Management of Design and Innovation of MIP Politecnico di Milano. Research activities developed by Claudio Dell’Era are concentrated in the area of Management of Innovation. Specifically research interests are about two main streams: the former concentrates on innovation strategies developed by leading companies that operate in design-intensive industries where symbolic and emotional values represents critical success factors to generate competitive advantage (Management of Design-Driven Innovation); while the latter analyzes approaches and practices adopted during innovation processes by high-tech companies that face turbulent environments (Management of Technological Innovations in Turbulent Environments). He has published in relevant international journals, such as the Journal of Product Innovation Management, Long Range Planning, R&D Management, International the Journal of Operations & Production Management, Industry & Innovation and the International Journal of Innovation Management. The presentation was hosted at Brunel University as part of the Human Centred Design Institute (HCDI) Research Seminar Series. HCDI is a University Research Centre (URC) that brings together expertise in Human-centred Design which combines methodologies and technologies from design, engineering, computer science, artificial intelligence and philosophy. Human-centred Design leads to machines, systems and products which are physically, cognitively and emotionally intuitive to their users. The Human Centre Design seminar series are events designed to encourage communication and teamwork with colleagues across the university and experts leaders in human-centred related topics.
Appears in Collections:Public Lectures and Seminars

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