Design process for OBM firms in the NPD process

Choo, Y., Choi, Y. and de Vere, I. (2017) Design process for OBM firms in the NPD process. In: DS 90: Research Perspectives on Creative Intersections, 7-9 June 2017, Hong Kong PolyU, Hong Kong.

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Design processes for OBM firms in the NPD process
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For production-oriented companies such as original brand manufacturers (OBMs), management of the NPD cycle is essential to how their business functions. However, because these companies focus on R&D activities, engineering and manufacturing goods, they often see design as a small fragment of their product development cycle rather than as an integral part of the process. This paper investigates current design processes, identifying how each process is run by different businesses. Literature reviews and in-depth interviews are undertaken with key NPD project personnel from OBM firms and international brands, to evaluate firms’ current problems operating the existing processes. The findings show an overview of how the design process is carried out by various functional groups in OBM consumer electronics companies and international brands respectively. It is anticipated that contributions to this research will guide OBM firms’ activities in each process of design, and help to improve managing overall design practices.

Keywords:design process, design in NPD process, OBM, product design, Design Management, Studio and Professional Practice
Subjects:W Creative Arts and Design > W200 Design studies
W Creative Arts and Design > W240 Industrial/Product Design
Divisions:College of Arts > Lincoln School of Design
ID Code:53753
Deposited On:29 Mar 2023 09:25

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