Publication of Managing Design for Business Success


Edited and Licensed by DMI
Translated and Edited by Cathy Huang and Editorial Advisory Board
Beijing Institute of Technology Press, Sept. 2004
Price: RMB ¥28

Editorial Advisory Board consists of eight professors from seven renowned design institutes as follows:
- Prof. Wang Jicheng, Industrial Design Dept., Machinery Engineering College, Donghua University
- Prof. Zhang Tong, Dept of Design, School of Media and Design, Shanghai Jiao Tong University
- Prof. Zhang Zhan, Applied Art and Design, Shanghai Second Polytechnic University
- Prof. Wu Xiang, Fashion Institute of Design, Donghua University
- Prof. Chen Shenren, Art and Design College, University of Shanghai for Science and Technology
- Prof. Fai Kaixi, Shanghai Institute of Design, China Academy of Art
- Prof. Yin Zhengsheng, Art and Design Dept.,Tongji University
- Prof. Cheng Jianxin, Art Design Dept., East China University of Science and Technology

From defining the broad vision to refining the details of specific projects, design management enhances organizational success. In the book, you will find articles and informative case studies in the U. S. and Europe in addressing strategy, branding, and product development. The business knowledge and attitudes explicated here will help designers to understand and shift from their "value for design" orientation to "design for value" approach to gain both design and business goals.

This collection of articles and case studies is primarily about the role of industrial design management. They have been selected to provide the reader with a variety of perspectives on the management of industrial design for business success.
The case studies are actual stories about the management of design resources in large and small companies; the role of design in innovation; and other stories about how design is managed in a variety to organizations.

All of the articles and case studies in this book will be useful for business and design managers interested in making sure that design contributes to their organizations’ success, and to design students to learn how design is managed in business.

Dr. Earl N. Powell
Design Management Institute

1. Developing a Framework for Design Management
2. 18 VIEWS on the definition of Design Management
3. The Design Challenge
4. Design Strategy and Strategic Design at Master Lock
5. Designing for Business, Consulting for Innovation
6. Braun AG: Product design and development for a new oral care category (A)
7. Braun AG: Product design and development for a new oral care category (B)
8. Building a Better Birdcage, and Other Tales
9. A Designer's Guide to Consumer Research
10. Polymer Solutions: Tempest about a Teapot
11. MP Video: Strategic Use of Design in Endoscopic Video MP Video
12. Act Strategic; Be Cool
13. Apple PowerBook: Design Quality and Time to Market
14. Braun AG: The KF 40 Coffee Machine Braun AG KF 40
15. Experience-Based Design: Toward a Science of Artful Business Innovation
16. Crown Equipment Corporation: Design Services Strategy

The book can be bought in bookstores or through mail order (with an additional 15% mailing fee) to: Readers' Service Dept. of Beijing Institute of Technology Press
Tel: 010-68911084
Address: No. 5 Zhongguancun South Street, Haidian District, Beijing
Zip code:100081