The risks and rewards of design investment |
| |
| Authors: | Margaret Bruce Stephen Potter Robin Roy |
| |
| Institution: | 1. Manchester School of Management , UMIST , PO Box 88, Manchester, M601QD, UK;2. Design Innovation Group, Faculty of Technology , The Open University , Milton Keynes, UK |
| |
| Abstract: | Cutbacks in design investment are often made in a time of recession because managers, when faced with competing demands, are unaware of the commercial value of such investment The research reported in this paper investigated the risks and rewards of investing in professional design expertise at a project or product level and found that such investment involves relatively low risks and can yield substantial rewards by opening up new markets and enhancing profitability However, management skills are needed to fully exploit design expertise Proper briefing of designers, regular communication between marketing, design and production, and effective project management can make the difference between success and failure |
| |
| Keywords: | |
|
|
