| Abstract: | Robert Blaich, Philips' Managing Director of Corporate Industrial Design, shares his insights on ways to integrate product design with other new products development activities. During an eight-year period, these initiatives have attracted increasing international attention among design professionals. Blaich describes the creation of a design policy, provides criteria for evaluating the quality of design and discusses the creation of a design management process at both corporate and divisional levels. He argues that design can become a major competitive factor in new product strategies. |
