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Title: Design Processes for OBM first in the NPD process
Authors: Choi, Y
De Vere, I
Choo, Y
Keywords: design process models;design in NPD process;OBM;product design
Issue Date: 7-Jul-2017
Publisher: Design Management Academy
Citation: Choi, Y., De Vere. I. and Choo, Y. (2017) 'Design Processes for OBM first in the NPD process' in Bohemia, E., de Bont, C. and Holm, L.S. (eds.) Conference Proceedings of the Design Management Academy, Hong Kong, 7-9 June. London: Design Management Academy (Vol. 1, pp. 359 - 379 (21)). doi: 10.21606/dma.2017.94. [Available at:].
Abstract: For production-oriented companies such as original brand manufacturers (OBMs), management of the NPD cycle is essential to how their business functions. However, because these companies focus on R&D activities,engineering and manufacturing goods, they often see design as a small fragment of their product development cycle rather than as an integral part of the process. This paper investigates current design processes, identifying how each process is run by different businesses. Literature reviews and in-depth interviews are undertaken with key NPD project personnel from OBM firms and international brands, to evaluate firms’ current problems operating the existing processes. The findings show an overview of how the design process is carried out by various functional groups in OBM consumer electronics companies and international brands respectively. It is anticipated that contributions to this research will guide OBM firms’ activities in each process of design, and help to improve managing overall design practices.
Description: DOI is unpublished.
ISBN: 978-1-912294-11-4 (Volume 1)
Other Identifiers: ORCID iD: Youngok Choi
Appears in Collections:Brunel Design School Research Papers

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