A inserção do design nas indústrias de utensílios domésticos dos estados de Santa Catarina e Rio Grande do Sul

AUTOR(ES)
DATA DE PUBLICAÇÃO

2006

RESUMO

This report is part of the requirements for the Master of Sciences Degree in Management of the University of Blumenau (FURB). In the global scenery of consuming, new products are desired due to their design: visual aspect, easy of using and for satisfying hidden needs or expectations. These are the main aspects reviewed in the literature of marketing administration and business focused in innovation. Viven Walsh (1992), Grenda Gemser (1999), Mari Piirainen (2001), Brigitte Borja de Mozota (2001) and Gabriela Lojacono (2004) have published studies focused in companies performance that use design as a strategic plan for launching innovative products. Apple, Phillips, Zanussi Eletrolux, Nokia, Ikea and Ideo are ranked as top companies in business innovation and they exemplified some the assumptions of this report. This survey is about companies that produce household utensils in the States of Rio Grande do Sul and Santa Catarina. After having identified the companies that use design in their departments of research and development, a qualitative survey was applied to identify how industrial design influences the companys structure to create innovative products. The objectives of this report are: 1. To investigate the efficiency of industrial design to achieve better performance and competitiveness; 2. To identify the benefits of the design related to companys image and its brand; 3. To identify which elements in the administrative structure are important to predict the inclusion of design for better performance and leadership. Our assumptions were that industrial design: a) has an efficient methodology to launch innovative products in the market place; b) the companies that incorporated design in their products have more chances to grow and survive; c) design is efficient to create a strong image in the consumers mind; d) design satisfies the consumers needs linking their minds with emotional intensity to the products. According to this survey, the assumptions had proved to be right and the purposes were achieved

ASSUNTO(S)

strategy competitiveness design produtos novos - desenvolvimento; desenho industrial branding competitividade desenvolvimento de projetos desenho de produto marca design estratégia

ACESSO AO ARTIGO

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