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![Attracting creative collaborators
Development paradigm of B&B Italia imposes that initial
ideas must be independent from any firm specific
constraints […]. Every new idea has to come from outside
the firm in order to be fresh and to be a challenge for the
Centre Research and Development
Federico Busnelli, Director of B&B Italia R&D Centre
MaDe In Lab - MIP Politecnico di Milano
Claudio Dell'Era 39](https://image.slidesharecdn.com/20120430bruneldelleradesignandcompetitiveadvantage-120504045957-phpapp01/75/Design_and_competitive_advantage-Claudio-Dell-Era-at-HCDI-seminar-30-April-2012-39-2048.jpg)
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Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April 2012
The document discusses design and innovation strategies at MaDe In Lab. It provides an overview of MaDe In Lab, which educates and coaches managers on innovation strategies based on technological and experiential dimensions. It discusses how design can provide competitive advantage when integrated with innovation. It also discusses collaborative strategies, explaining how working with interpreters from different fields can generate radical innovations through new meanings, and how firms can manage relationships with creative resources.
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Design_and_competitive_advantage - Claudio Dell'Era at HCDI seminar 30 April 2012
- 1. Design and competitiveadvantage Collaborative strategies enabling radical innovation of meanings Claudio Dell’Era MaDe In Lab – MIP Politecnico di Milano
- 2. Agenda • MaDe InLab – MIP Politecnico di Milano • Design and competitive advantage • Collaborative strategies: knowledge diversity and innovation MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 2
- 3. Who we are •MaDe In Lab is the laboratory of MAnagement of DEsign and INnovation developed in the School of Management of the Politecnico di Milano • Its mission is to educate and coach current and future managers on visioning, developing, implementing and managing innovative strategies and processes based on both the technological and the cognitive, emotional, experiential, symbolic dimension of products, services and brands • It coaches managers and companies improving their capabilities to innovate. This improvement requires a real empowerment of people and organizations • It offers different education formats to those people that want to valorize individual and team creative skills in order to improve the capability to use innovation and design as tools to generate competitive advantage MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 3
- 4. Competences • MaDe In Lab believes that the interaction and integration of design and innovation is paramount for the development and growth of firms in turbulent and highly competitive business environments • Education programs and Coaching activities are organized in the following disciplinary areas Design Innovation Science, Research and Management Management Technology Transfer • Strategic management of innovation • Strategic management of research • Development of an innovation- • Identification of new market and development activities oriented culture opportunities • Organization and evaluation of • Management of individual and team • Process innovation research and development activities creativity • Measurement of innovation • Technology foresight • Valorization of design Scenario performances • Development of new technological building • New product and service scenarios and Roadmapping • Management of creative resources development • Technology transfer • Communication of the project value • Product architecture design • Management of knowledge producers • Identification of socio-cultural trends • Project organization • Innovation finance • User needs analysis • Project planning • Intellectual Property Rights • Development of new brand identity • Project execution and control management • Risk project management • Innovation policies MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 4
- 5. Services • Education programsin several formats, both dedicated to individuals and companies that want to develop capabilities on visioning, developing, implementing and managing innovative strategies and processes. The education programs are dedicated both to individuals that want to improve their capabilities in design and innovation management (OPEN Education), and companies that want to face concrete problems in project and innovation management adopting advanced approaches, methodologies and tools (CORPORATE Education) • CORRPORATE Coaching in collaboration with companies that want to know and adopt advanced design and managerial tools MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 5
- 6. Agenda • MaDe InLab – MIP Politecnico di Milano • Design and competitive advantage • Collaborative strategies: knowledge diversity and innovation MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 6
- 7. Traditional dichotomy Technology Push FUNCTIONS USERS (Technologies) (Needs) Market Pull MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 7
- 8. Growing relevance ofaesthetic aspects FUCNTIONS (Technologies) USERS (Needs) FORMS (Styles) MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 8
- 9. Relevance of designmanagement MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 9
- 10. Dominant interpretation ofdesign management Ideas User-Centered (creativity) MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 10
- 11. Growing relevance ofaesthetic aspects FUCNTIONS (Technologies) USERS (Needs) FORMS (Styles) MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 11
- 12. An interesting casestudy: console game industry Nintendo Wii, 2006 Sony Playstation 3, 2006 Microsoft Xbox 360, 2005 MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 12
- 13. Radical innovation ofproduct meanings FUNCTIONS “The etymology of design goes back to the Latin de + signare and means making (Technologies) something, distinguishing it by a sign, giving it significance, designating its relation to other things, owners, users or goods. Based USERS on this original meaning, one could say: (Needs) design is making sense (of things).” Krippendorff, 1989 MESSAGGES MEANINGS (Languages) Symbolic value SIGNS: Indexes, Symbols, Icons Emotional value FORMS (Styles) Olins, 1990; Glasmeier, 1991; Kapferer, 1994; Aaker, 1996; Karjalainen, 2001 and 2004; Muller, 2001; Warell, 2001; Nåbo, 2002; Holt, 2004; MaDe In Lab - MIP Politecnico di Milano McCormack and Cagan, 2004; Verganti, 2003 and 2006; Geels, 2004; Karjalainen and Warell, 2005; Pierce, 1935; Csikszentmihalyi and Claudio Dell'Era Rochberg-Halton, 1981; Butter, 1987; Krippendorff, 1984 and 1989; Heskett, 1990; Van Onck, 1994 and 2000; Cooper and Press, 1995; 13 Margolin and Buchanan, 1995; Monö, 1997; Gautvik, 2001; Friedman, 2003; Gotzsch, 2003; Karjalainen, 2003; Lloyd and Snelders, 2003
- 14. Technologies and meanings Radical improvement TECHNOLOGIES Incremental improvement Incremental Radical change c hange MEANINGS Source: Verganti R (2009). Design Driven Innovation. MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 14 Harvard Business Press, Boston, USA
- 15. Strategic approaches towardsinnovation Radical improvement Technology Push TECHNOLOGIES Design Driven Incremental Market Pull improvement (user centered) Incremental Radical change c hange MEANINGS Source: Verganti R (2009). Design Driven Innovation. MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 15 Harvard Business Press, Boston, USA
- 16. Artemide: Metamorfosi Market? What Market? We do not look at market needs. We make proposals to people Ernesto Gismondi, President of Artemide MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 16
- 17. Alessi: Family FollowsFiction Working within the meta-project transcends the creation of an object purely to satisfy a function and necessity. Each object represents a tendency, a proposal and an indication of progress which has a more cultural resonance Alberto Alessi, CEO of Alessi MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 17
- 18. Apple: MacBook Air We have a lot of customers, and we have a lot of research into our installed base. But in the end, for something this complicated, it’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them Steve Jobs, CEO of Apple MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 18
- 19. Nintendo Wii winsproposing new meanings: reality vs virtuality, socialization vs individualism, … Nintendo Wii, 2006 Sony Playstation 3, 2006 Microsoft Xbox 360, 2005 MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 19
- 20. Nintendo Wii winsusing simple technologies: price 600 500 Mean price ($) 400 300 200 WII 100 XBoX 360 PS3 0 2005 2006 2007 2008 2009 2010 Source: www.vgchartz.com MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 20
- 21. Nintendo Wii winsgenerating an ecosystem: sales of games (millions) Console Game Company Total 1 Wii Wii Sports Nintendo 61,34 2 Wii Wii Play Nintendo 27,10 3 Wii Wii Fit Nintendo 22,57 4 Wii Mario Kart Wii Nintendo 21,65 5 Wii Wii Sports Resort Nintendo 14,46 6 Wii New Super Mario Bros. Wii Nintendo 13,23 7 Wii Wii Fit Plus Nintendo 11,02 8 XBox360 Halo 3 Microsoft 10,90 9 XBox360 Call of Duty: Modern Warfare 2 Activision 10,20 10 Wii Super Smash Bros. Brawl Nintendo 9,39 Source: www.vgchartz.com MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 21
- 22. Technology epiphanies Game consoles as Game consoles as passive immersion in a active physical virtual world for young entertainment for adepts everyone Radical improvement Nintendo Wii Playstation 3 Microsoft Xbox 360 PERFORMANCE (technology) Graphics Speed MEMS accelerometers Incremental improvement Previous generation Adaptation Generation of new to the evolution of meanings socio-cultural models MEANING (language) Source: Verganti R (2009). Design Driven Innovation. MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 22 Harvard Business Press, Boston, USA
- 23. Technology epiphanies Radical Existing Improvement TECHNOLOGY Quiescent or Immediate Meaning EPIPHANY Meaning PERFORMANCE SUBSTITUTION TECHNOLOGY (technology) Incremental Existing Legenda: Improvement Meaning = Purely Technology Push Strategy = Technology Push + Design Driven Strategy TECHNOLOGY SCREENING Adaptation Generation of new to the evolution of meanings socio-cultural models MEANING (language) Source: Verganti R (2009). Design Driven Innovation. MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 23 Harvard Business Press, Boston, USA
- 24. Agenda • MaDe InLab – MIP Politecnico di Milano • Design and competitive advantage • Collaborative strategies: knowledge diversity and innovation MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 24
- 25. User centered designvs. Design driven innovation User centered design Design driven innovation Interpret Firm Users Firm Users Context of use Socio-cultural context Now Future (and past) Source: Verganti R (2009). Design Driven Innovation. MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 25 Harvard Business Press, Boston, USA
- 26. Interpreters and designdiscourse Cultural Production Cultural Sociologists organizations Anthropologists Marketers Artists Media Education and research People Firm Technology Retail and Suppliers delivery Designers Pioneering Firms in other Projects industries Technology Source: Verganti R (2009). Design Driven Innovation. MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 26 Harvard Business Press, Boston, USA
- 27. Collaboration with creativeresources I believe that Italy, or more specifically Northern Italy, is still the centre of the design world, and I must say that it is not just because of the design that comes from Italy, but, above all, it is because of the manufacturing culture; there is no other place in the world where you can find such a vast array of craftsmen and manufacturers for all intents and purposes who know the value of design ... Ron Arad MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 27 27
- 28. Identification and selectionof creative resources Network of interpreters Management Practices Debates Multiple voices Bridges Brokers and mediators Élite circles Attract interpreters by acting as an interpreter MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 28
- 29. Identification and selectionof creative resources Network of interpreters Management Practices Debates Multiple voices Bridges Brokers and mediators Élite circles Attract interpreters by acting as an interpreter MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 29
- 30. Moroso’s designers portfolio RonArad Tord Boontje Carlo Colombo Tom Dixon For Use Enrico Franzolini 9 products 2 products 4 products 1 product 1 product 18 products Free-lance designer Free-lance designer Free-lance designer Free-lance designer Free-lance designer Free-lance designer Israel Netherland Italy Tunisia Germany, Croatia Italy Other Industrial Design Architecture High School Industrial Design Architecture Not only furniture Not only furniture Only furniture Not only furniture Only furniture Only furniture 3 Sub-Sectors 1 Sub-Sectors 1 Sub-Sector 2 Sub-Sectors 3 Sub-Sectors 3 Sub-Sectors Alfredo Häberli Massimo Iosa Ghini Roberto Lazzeroni Ross Lovegrove Javier Mariscal Moroso Design Center 2 products 11 products 1 product 3 products 6 products 5 products Free-lance designer Free-lance designer Free-lance designer Free-lance designer Free-lance designer In-house designers Argentina Italy Italy Wales Spain Italy Industrial Design Architecture Architecture Industrial Design Other Industrial Design Only furniture Not only furniture Not only furniture Only furniture Not only furniture Only furniture 2 Sub-Sectors 2 Sub-Sectors 3 Sub-Sectors 4 Sub-Sectors 2 Sub-Sectors Marc Newson Ludovica e Roberto Marco Piva Patricia Urquiola Marcel Wanders 2 products Palomba 1 product 23 products 1 product Free-lance designer 1 product Free-lance designer Free-lance designer Free-lance designer England Free-lance designer Italy Spain Netherland High School Italy Architecture Industrial Design Other Not only furniture Architecture Not only furniture Only furniture Not only furniture 3 Sub-Sectors Not only furniture 1 Sub-Sector 3 Sub-Sectors 4 Sub-Sectors 1 Sub-Sector Source: Dell’Era C and Verganti R (2010). Collaborative MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 30 strategies in design-intensive industries: knowledge diversity and innovation. Long Range Planning
- 31. Knowledge diversity andInnovation: Osmosis Innovators Imitators 8 7 # Compaosso d’Oro Awards 6 5 4 3 2 1 0 -1 -2 0 – 20% 20 – 40% 40 – 60% 60 – 80% 80 – 100% Osmosis Source: Dell’Era C and Verganti R (2010). Collaborative MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 31 strategies in design-intensive industries: knowledge diversity and innovation. Long Range Planning
- 32. Knowledge diversity andinnovation: Foreign Background Innovators Imitators Imitators 8 7 # Compaosso d’Oro Awards 6 5 4 3 2 1 0 -1 -2 0 – 20% 20 – 40% 40 – 60% 60 – 80% 80 – 100% Foreign Background Source: Dell’Era C and Verganti R (2010). Collaborative MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 32 strategies in design-intensive industries: knowledge diversity and innovation. Long Range Planning
- 33. Knowledge diversity andinnovation: Educational Background Innovators Imitators 8 7 # Compaosso d’Oro Awards 6 5 4 3 2 1 0 -1 0.0 – 0.2 0.2 – 0.4 0.4 – 0.6 0.6 – 0.8 0.8 – 1.0 -2 Educational Background Source: Dell’Era C and Verganti R (2010). Collaborative MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 33 strategies in design-intensive industries: knowledge diversity and innovation. Long Range Planning
- 34. Knowledge diversity andinnovation: Educational Background Innovators Imitators % of products developed with external designers 90% 77% Mean number of external designers 11,9 4,4 % of products developed with designers who have a degree in architecture 45% 33% % of products developed with designers who have a degree in industrial design 31% 52% % of products developed with designers who have a degree in engineering 6% 0% Source: Dell’Era C and Verganti R (2010). Collaborative MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 34 strategies in design-intensive industries: knowledge diversity and innovation. Long Range Planning
- 35. Identification and selectionof creative resources Network of interpreters Management Practices Debates Multiple voices Bridges Brokers and mediators Élite circles Attract interpreters by acting as an interpreter MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 35
- 36. Identifying creative collaborators Very often design is the most immediate way of defining what products become in people's minds It is important to understand that our goal wasn't just to differentiate our product, but to create products that people would love in the future Jonathan Ive, VP of Industrial Design, Apple MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 36
- 37. MaDe In Lab- MIP Politecnico di Milano Claudio Dell'Era 37
- 38. Identification and selectionof creative resources Network of interpreters Management Practices Debates Multiple voices Bridges Brokers and mediators Élite circles Attract interpreters by acting as an interpreter MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 38
- 39. Attracting creative collaborators Development paradigm of B&B Italia imposes that initial ideas must be independent from any firm specific constraints […]. Every new idea has to come from outside the firm in order to be fresh and to be a challenge for the Centre Research and Development Federico Busnelli, Director of B&B Italia R&D Centre MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 39
- 40. Attracting creative collaborators Alessi doesn’t make us feel as if we work for Alessi. Rather, we feel as if Alessi is working for us! Alessandro Mendini, Designer © 2010 MIP – Riproduzione riservata Management of Design and Innovation www.madeinlab.it 40
- 41. References • The education programs proposed by MIP in the Management of Design and Innovation Area are based on advanced research projects developed by MaDe In Lab in the last 15 years. The relevance of these projects is demonstrated by the several publications on leading international journal such as Harvard Business Review, Management Science, Journal of Product Innovation, Long Range Planning, etc. • The international quality of the research developed by MaDe In Lab has been recently appreciated by Harvard Business Press that on August 2009 has published the book Design Driven Innovation - Changing the Rules of Competition by Radically Innovating what Things Mean by Roberto Verganti (www.designdriveninnovation.com) MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 41
- 42. References • Dell'Era C and Verganti R (2010). Diffusion of product signs in industrial networks: the advantage of the trend setter. European Journal of Innovation Management, forthcoming • Dell'Era C, Marchesi A and Verganti R (2010). Mastering technologies in design-driven innovations: how two Italian furniture companies make design a central part of their innovation process. Research Technology Management, forthcoming • Dell'Era C and Verganti R (2009). Collaborative strategies in design-intensive industries: knowledge diversity and innovation, Long Range Planning, Vol. 42, No. 6 • Dell'Era C and Verganti R (2009). Design-driven laboratories: organization and strategy of laboratories specialized in the development of radical design- driven innovations. R&D Management, Vol. 39, No. 1, Pp. 1-20 • Dell'Era C and Verganti R (2009). The Impact of International Designers on Firm Innovation Capability and Consumer Interest. International Journal of Operations & Production Management, Vol. 29, No. 9, Pp. 870- 893 • Verganti R (2009). Design-Driven Innovation - Changing the Rules of Competition by Radically Innovating what Things Mean. Boston, MA: Harvard Business Press • Verganti R (2008). Design, Meanings, and Radical Innovation: a meta-model and a research agenda. Journal of Product Innovation Management, 25, 436-456 • Dell'Era C and Verganti R (2007). Strategies of innovation and imitation of product languages. Journal of Product Innovation Management, Vol. 24, Pp. 580-599 • Verganti R (2006). Innovating Through Design. Harvard Business Review, December 2006 • Verganti R (2003). Design as brokering of languages: Innovation strategies in Italian firms. Design Management Journal, Vol. 13, No. 3 MaDe In Lab - MIP Politecnico di Milano Claudio Dell'Era 42
- 43. Design and competitiveadvantage Collaborative strategies enabling radical innovation of meanings Claudio Dell’Era MaDe In Lab – MIP Politecnico di Milano