casd
Foundational project
Giulia Calabretta— 1979 g. calabretta @ tudelft. nl
. Assistant Professor at TU Delft, Product Innovation Management
Using the strategic role of design to strengthen the competitive position of Product Service Systems and industrial design providers.
Competitive Advantage through Strategic Design( CASD) is about achieving effective strategic design thinking that enhances the competitive position of Product Service Systems and industrial design providers. Product Service Systems( PSS) can help companies achieve competitive advantage. To realize effective PSS, companies should integrate design thinking in their innovation process. Design thinking is characterized as a creative, user-centred and vision based approach— rather than being technology or marketing driven. Design thinking becomes strategic if it is adopted in the fuzzy front end of innovation where opportunities are identified and ideas are generated, or when it informs strategic decision making at later stages. Strategic design thinking can help firms to realize( a portfolio of) PSS combinations that are recognizable, legitimate and coherent for customers.
Project partners
project members
Giulia Calabretta TU Delft Pieter Desmet TU Delft Matthijs van Dijk KVD / TU Delft Tom Dorresteijn Studio Dumbar Robert Ehrencron KLM Jeroen van Erp Fabrique Steven Fokkinga TU Delft Abke Geels FLEX /
the INNOVATIONLAB Gerda Gemser RMIT Jo Geraedts Oce Industries Paul Hekkert TU Delft Merijn Hillen Fabrique Erik-Jan Hultink TU Delft Pim Jonkman Scope Bram Kuijken UvA Sanna Langeveld Oce Industries Ruth Mugge TU Delft Jos Oberdorf NPK Design Gijs Ockeloen KVD Reframing Anna Offermans Fabrique Marie Perez Philips Murli Poonath SkyTeam
Crisp Magazine # 1
50
Bas Raijmakers STBY,
Design Academy Eindhoven Timo de Rijk TU Delft Rick Schifferstein TU Delft Jan Schoormans TU Delft Wim Spelt KLM Guido Stompff Oce Industries Kasia Tabeau TU Delft Damon Taylor TU Delft Ana Valencia Cardona TU Delft Onno van der Veen Zeeno Jeroen Verbrugge FLEX /
the INNOVATIONLAB Nachoem Wijnberg UvA Johnny Wray Design
Academy Eindhoven p3
Thinking
Beyond the box p4
introducing designers to the board p5
climbing up the value chain p30 pss... what!?
p6
Recalibrating our professional compass