STRATEGIC APPROACH TO PRODUCT DESIGN AND DEVELOPMENT PROCESS, AND EFFECTIVENESS OF INDUSTRIAL DESIGN PRACTICES

Abstract

Emerging economies face international competition and moreover, similar technology applies to organizations in the relevant industry. Therefore companies must strive to keep their market positions or create new business opportunities. Novel and innovative strategies are required in either case, which depends on differentiation in the market. Recognized as a value for sustainable competitive advantage and commercial success, industrial design (ID) has an essential role. This paper proposes that strategic approach to product design and development process is beneficial for the effectiveness of ID practices. Context of the research in the study is divided into two sections. The first section derived from a study previously conducted in Poland and aimed to observe whether Turkish companies recognized ID as a strategic tool for differentiation. A comparison of the results was made with the results obtained in Poland. The second section of the research context focuses on Turkish companies. To explore how strategic approach to product design and development process impacts on ID practices; factors and hypotheses were generated through principal components analysis prior to regression analysis to analyze the relationship. 198 companies from textile, furniture, and home appliances industries took part in the research. Major indications of the research show that strategic effect of teamwork has a central role in effective ID practices.

Keywords

• Industrial Design, Strategic Innovation, Product Development

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