How Industrial Design supports a Customer-Centric Innovation approach in a Technology-Centric business environment

Lievesley, Matthew, Oleary, David, Hewitt, Ian, Whitehead, Callum, McPherson, Neil and Annal, Craig (2016) How Industrial Design supports a Customer-Centric Innovation approach in a Technology-Centric business environment. In: ADMC16 - 20th Academic Design Management Conference, 28th - 29th July 2016, Boston, USA.

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Abstract

This paper provides a case-study whereby a UK University has been working in close partnership with Parker Hannifin Corporation, a Fortune 500 US manufacturing company, to develop new innovation practices. It discusses how Industrial Design has been introduced as an in-house function to one of the company’s divisional headquarters, in Gateshead, UK, through a collaborative research partnership over three years. Case material from four projects is presented, which illustrates a progressive, negotiated adoption by the company of the capabilities of Industrial Design as an essential component of a Customer-Centric Innovation approach. It has involved developing the organisation’s own confidence about the value and fit of Industrial Design through a series of projects and regular reflection on what is working well, not-so-well and what is raising concerns. The approach described provides an alternative to attempting to develop and implement a pre-formulated ‘grand-plan’ for Design.

Keywords: customer-centric innovation; industrial design; large organisations; design-led innovation; manufacturing

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