Chapter

The Principles of Design

DAVID A. NADLER, michael l. tushman and mark b. nadler

in Competing by Design

Published in print October 1997 | ISBN: 9780195099171
Published online October 2011 | e-ISBN: 9780199854868 | DOI: http://dx.doi.org/10.1093/acprof:oso/9780195099171.003.0003
The Principles of Design

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The Technical Division of Technicon experienced problems in coming up with new products. Examining this case would reveal that the company's key research scientists had experienced a great deal of demoralization and had even resorted to working for the company's competitors. John Whitehead, then head of the Technical Division, had to learn, however, that finding solutions to such problems involves more than just restructuring the business organization without understanding its complexities. This chapter looks into the design decisions that managers have to face, concentrating particularly on design's role in the general organizational model. It also identifies design's fundamental elements, and which modes of designs are appropriate for various situations.

Keywords: Technical Division; Technicon; John Whitehead; business organization; organizational model; design

Chapter.  4698 words.  Illustrated.

Subjects: Organizational Theory and Behaviour

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