Design process for OBM firms in the NPD process

Choi, Y, de Vere, I and Choo, Y 2017, 'Design process for OBM firms in the NPD process', in Erik Bohemia, Cees de Bont, Lisbeth Svengren Holm (ed.) Proceedings of the Design Management Academy International Research Conference 2017 (DS 90), Kowloon, Hong Kong, 7-9 June 2017, pp. 359-380.


Document type: Conference Paper
Collection: Conference Papers

Title Design process for OBM firms in the NPD process
Author(s) Choi, Y
de Vere, I
Choo, Y
Year 2017
Conference name DS 90: Research Perspectives on Creative Intersections
Conference location Kowloon, Hong Kong
Conference dates 7-9 June 2017
Proceedings title Proceedings of the Design Management Academy International Research Conference 2017 (DS 90)
Editor(s) Erik Bohemia, Cees de Bont, Lisbeth Svengren Holm
Publisher Design Research Society
Place of publication Loughborough, United Kingdom
Start page 359
End page 380
Total pages 22
Abstract For production-oriented companies such as original brand manufacturers (OBMs), management of the NPD cycle is essential to how their business functions. However, because these companies focus on R&D activities, engineering and manufacturing goods, they often see design as a small fragment of their product development cycle rather than as an integral part of the process. This paper investigates current design processes, identifying how each process is run by different businesses. Literature reviews and in depth interviews are undertaken with key NPD project personnel from OBM firms and international brands, to evaluate firms' current problems operating the existing processes. The findings show an overview of how the design process is carried out by various functional groups in OBM consumer electronics companies and international brands respectively. It is anticipated that contributions to this research will guide OBM firms' activities in each process of design, and help to improve managing overall design practices.
Subjects Design Management and Studio and Professional Practice
Keyword(s) design process
design in NPD process
OBM
product design
Copyright notice © This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
ISBN 9781912294114
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