Design coordination with organizational departments of the firm in conception process Pierre-Jean Benghozi Centre de recherche en gestion de l’Ecole polytechnique

Design is pushed by demand and pulled by supply Competitive strategy to conquer or protect markets Defensive strategy quality vs. price Differentiation strategy Protection of creation and innovation resources Customers willing to distinguish themselves from one another Demand for customization Brand mark effect Symbolic value ergonomics and comfort in use Design

A ubiquitous place, a difficult job to be defined Artist, engineer, architect, designer... A brand or a team To design nice, economic, efficient, practice, solid, original, ecological or feasible products ? To provide an idea or to accompany a creation

Several knowledge and competences required materials manufacture techniques (durable goods, press...) market (clothing) and consumer demands Aesthetics and artistic “tendencies” (furnishing, decoration, luxury) uses (automobile, dataprocessing...) Economic knowledge (manufacturing products...) Engineering Sales and marketing Art and aesthetics Ergonomics Value analysis

Different structuring and organizational configurations Relations to the firm Knowledge and competences to be used and specific educational background Different contributions: from product to service Highly differentiated Even when design department is incorporated within the industrial firms … But of common trends Collaborative conception process between / and with various organizational departments of the firm Added value in creation Central place in the strategy from a viewpoint of conception or communication Innovation under constraints

External differentiated configurations The model of the designer - creator The model of the anonymous creator The model of brand mark distributor as a contractor The model of brand mark distributor The manufacturing industrial model The model of the designer producer Appropriation modes have been defined through structural specificities according industrial sectors and historical structuring

The model of the designer- creator Products are signés” (by a designer or a group of designers) On producer initiative

The model of the anonymous creator Products branded by producer or distributor (textile, grocery...) On producer initiative designers can be substituted or “hidden”

The model of brand mark distributor as a contractor Distributor brand mark (Ikea,...) On distributor initiative Subcontracting to producers Designers can be external and substituted, or in-house

The model of brand mark distributor Distributor brand mark products (Habitat...) On designer or hidden producer initiative Designers can be suppliers with production capacities

The manufacturing industrial model Product branded by the producer and the designer Designer eventually getting production capacity On producer initiative Designer subcontractor or getting access to the market on his own name From product and competence supply toward provision of services

The model of designer-producer Products are “signés” On designer initiative and production Designer get production resources Distribution (and production) subcontracted

Different integrated configurations The model of the manufacturer The market-oriented - model The distribution - oriented model The “design as a resources centre” model

The model of the manufacturer Style department / identifiable design Integrated to the R & D department Competition between internal / external competencies

The market-oriented - model Design department / identifiable style Integrated to the marketing department Competition between internal / external competencies

The distribution oriented model Separation between design and style Integrating conception stage at R & D Integrating "habillage" at marketing Simultaneous use of internal (to keep a good knowledge of the structure) and external (to get news ideas) resources

The “design as resources center” model Design = resources and competencies centre Integration in project team Simultaneous use of internal (to keep a good knowledge of the structure) and external (to get news ideas) resources

Main points to be highlighted : External star system economy vs. substitutive Contracting and commitments : salary, flat fee, royalties… “final cut” individual vs. design agency integration level with the manufacturer Internal technical or commercial oriented internal / external competition integration level within projects

Aspects to be protected Brand Design Production infrastructure Standards and interoperabiity Product Distribution network

Several means to protect property rights and design Competences and production engaged in design may use specific protection sets of laws Protection of drawings and models Patent Brand names and marks author right - copyright Secret Innovation frequency...

Which strategy ? Public and legal based Private Traceability Technical lock in Frequent product renewal Rising quality Secret Exclusive distribution Structuring consortium

Which enforcement ? Three different segments / markets Legal Illegal Criminal