Title: Product development with a focus on attractive product expression: an analysis of case studies

Authors: Josiena Gotzsch, Jean-Jacques Chanaron, David Birchall

Addresses: Grenoble Ecole de Management, 12, Rue Pierre Semard, BP 127, 38003 Grenoble, France. ' Grenoble Ecole de Management, 12, Rue Pierre Semard, BP 127, 38003 Grenoble, France. ' Henley Management College, Greenlands, Henley-on-Thames, Oxfordshire RG9 3AU, England

Abstract: Creating outstanding products is vital for a company|s endurance in competitive markets. A mix of functionality, ergonomics, aesthetics, symbols and price aspects all play a role in making a product desirable. This exploratory study concentrates on communicative and meaningful aspects in a product|s design. It examines how the creation of a communicative design occurs during the product development process. Multiple product development projects in two distinct companies were analysed. In two projects, specific attention was given to communicative aspects in the product|s design. These two projects are examined in this paper.

Keywords: user-centred product development; product design; design management; new product development; product expression; product meaning; product language; product value.

DOI: 10.1504/IJPD.2006.009903

International Journal of Product Development, 2006 Vol.3 No.3/4, pp.467 - 476

Published online: 01 Jun 2006 *

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