Chapter

The Crucial Design Issues

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/9780195099171.003.0004
The Crucial Design Issues

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A company we refer to in this chapter as High Technology Products, Inc. usually sets the benchmarks for the industry it is involved in, since it built its leadership on innovating products. However, the company seemed to have lost its competitive edge, because a number of its product lines had already reached their maturation. Also, since their competitors had also been coming up with new products, the demands of customers were raised in terms of product support, delivery speed, and other such aspects. Although the basic elements—technology, employees, product strategy, name—were still good, management had to figure out which of these elements were no longer appropriate for today's changing marketplace. This chapter introduces a systematic approach in understanding the different kinds of design decisions through discussing their backgrounds and illustrating a specific model.

Keywords: basic elements; product strategy; systematic approach; design decisions; specific model

Chapter.  4033 words.  Illustrated.

Subjects: Organizational Theory and Behaviour

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