This article summarizes the findings of a long-term marketing research project whose objective wa... more This article summarizes the findings of a long-term marketing research project whose objective was to determine existing consumption patterns in the needlecrafts industry in Turkey. The research was carried out by one of the authors while working at Coats Turkey (CT), the world’s largest manufacturer and supplier of sewing and embroidery threads, as the Crafts Marketing Manager. A mini-case study of the company is therefore also included in the article. The main research questions addressed during the field study were ‘why and how do the thread consumers practice the needlecrafts?’ On the basis of the findings obtained from the long-term analysis of consumer attitudes, a consumer segmentation pattern has been proposed. The pattern has been revealed through interviews and face-to-face surveys, with more than 1000 embroidery teachers working at vocational high schools and public education centres and their students attending classes between 2000 and 2009 in Turkey. The pattern depicts the segmentation of motives for doing needlecrafts and suggests a distribution based on Maslow’s hierarchy of needs: as the socio-economical level of the consumer increases, the main motivation for doing needlecrafts stems from psychological rather than physical needs. Focusing more on the psychological needs of consumers, the company redesigned some of the experiences it offered to needlecraft consumers. Therefore, this article also elaborates on designing experiences for the needlecrafts industry and suggests that there may be opportunities for other crafts companies to implement such an approach, because as the competition gets intensive, product and service differentiation becomes more challenging and inadequate in terms of maintaining a sustainable business. Addressing psychological needs by means of designing experiences and focusing on experiential marketing seems to be one solution. Further research is needed to explore how other industries may benefit from focusing more on psychological needs by means of creating positive experiences.
24th DMI: Academic Design Management Conference Design & Innovation at a Crossroad
This paper explains the critical steps that a family-owned furniture manufacturing business with ... more This paper explains the critical steps that a family-owned furniture manufacturing business with a century-long history from an emerging country has taken, to have a presence in international markets. It focuses on their design strategies
to hold their presence and sustain growth in the sector. We know that exporting is the “standard” pattern for growth for all sectors including the furniture industry. If a company does not invest in becoming a well-known brand however, the
benefits of exporting remain limited. The literature cites Original Equipment Manufacturing (OEM), Original Design Manufacturing (ODM) and Original Brand Manufacturing (OBM) as export strategies for companies to have a
presence in the global value chains (GVCs) and also reveals that some companies apply several strategies simultaneously. In this paper, we will explore how the company follows a dual strategy as being an agile subcontractor
with a strong in-house design team and production capabilities and also maintaining a high-quality original furniture collection (ODM). By investing in internal design resources and forging collaborations with external designers, the
company has successfully capitalized on the burgeoning demand for contract furniture. The case study will focus on the nature of new product development in contract furniture, especially the role of specifiers, (architects/interior
designers) and also on the company’s recent collaboration with a well-known Turkish designer in their effort to build a collection of unique products.
Keywords: Contract furniture; design driven innovation; emerging economies; furniture industry, OEM/ODM/OBM strategies, specifiers.
This article investigates the influence of product design practices on new service development pr... more This article investigates the influence of product design practices on new service development processes of manufacturers that are moving toward service provision using a multiple case study conducted with four companies. Technological developments, a competitive business environment, and diverse customer demands have forced manufacturing firms to pursue growth strategies through new service development. On the other hand, studies on design, particularly the interplay between product design and new service development processes, in this shift are scant. This is significant because a manufacturer's transition from only selling products toward delivering services requires the simultaneous management of practices that reflect their histories of product design and processes that comprise service design and development. As a result of the analysis, three themes emerged regarding the influence of product design practices on new service development within the context of manufacturing: (1) accumulation of product design expertise, (2) increased customer loyalty through high-quality products, and (3) design problems as tools for fostering innovation culture. Each theme is thoroughly discussed with examples from the case study companies. Consequently, this article highlights the interplay between product and service design processes and provides insights on how established product design practices would assist a manufacturer in service provision.
Digital technologies have enabled manufacturing companies to extend their product-based portfolio... more Digital technologies have enabled manufacturing companies to extend their product-based portfolios with innovative service offerings. Various aspects of this shift have been explored from a service and system design perspective. However, the transformative effects of the deployment of digital technologies on product design practices, particularly in manufacturing firms have been relatively neglected. To explore this issue, semi-structured interviews were conducted with 22 manufacturing industry experts. Four product design practices that underwent a change process as a result of digital transformation were identified: Modifying product designs to enable diverse servicing options at the outset, redefining the role of customer data in the design process, focusing on the outcomes to facilitate cocreation, and designing feedback mechanisms about the past and current product status. The articulation of these themes contribute to the design literature on the effects of digital transformation, as well as to the literature on service transitions in manufacturing firms.
İTÜ Vakfı Dergisi, Türkiye’de Patent özel sayısı, Sayı 62, 2013
Üniversiteler de Patent Sahibi Olacak "Hazırlamış olduğumuz tasarıyla üniversitelerin de patent s... more Üniversiteler de Patent Sahibi Olacak "Hazırlamış olduğumuz tasarıyla üniversitelerin de patent sahibi olmasının yolunu açıyoruz. Böylece üniversitelerdeki buluşların çok daha etkin bir şekilde korunmasının ve ticarileştirilmesinin önünü açmış olacağız. Bu buluşlardan elde edilen gelirin en az yüzde 30'u öğretim üyesinin olacak. Bu düzenlemeyle, akademisyenlerimizin ticarileştirme zorluklarından ötürü patent başvurusu yapma konusundaki çekincelerini gidermiş ve üniversitelerimizdeki mevcut buluş potansiyelini ortaya çıkarmış olacağız…"
PhD. degrees in industrial design from Istanbul Technical University (ITU), Faculty of Architectu... more PhD. degrees in industrial design from Istanbul Technical University (ITU), Faculty of Architecture. Major research interests include various patterns of design management capability development in GVCs, strategic use of design and design audits and practice theory.
Revista Design em Foco. Universidade do Estado da Bahia. [email protected]. ISSN (Versión impr... more Revista Design em Foco. Universidade do Estado da Bahia. [email protected]. ISSN (Versión impresa): 1807-3778. BRASIL. 2006. Özlem Er / H. Alpay Er. PESQUISA EM DESIGN INDUSTRIAL EM UM PAÍS DE INDUSTRIALIZAÇÃO. ...
The design profession evolved during technologically transformative times of industrialization. W... more The design profession evolved during technologically transformative times of industrialization. While the requirements of mass production have been the major paradigm shaping the nature of industrial design education in industrialised countries, developing countries also embraced it despite their late and peculiar processes of industrialisation. The idea was that the industrial sectors in these countries would also need industrial designers who are able to design products for mass production. This, in turn, caused the ignorance of crafts or at best the view to keep them as a source of product ideas that would appeal to tourists or export markets looking for "authentic" products. In this paper, we will explore the past and current ways of linking with crafts in design education in three countries with different historical backgrounds and industrialization experiences. We identify some of the notable differences and overlaps in the integration of crafts in design schools in three different countries and show reciprocal influences between crafts and design schools with a modernist tradition.
By its very nature, industrial design education tries to be in close contact with the industry. D... more By its very nature, industrial design education tries to be in close contact with the industry. Design academics try to foresee the future needs of the industry and revise the existing education programs accordingly. As industrial design education is traditionally structured to address the general needs of mainly large manufacturing companies, its sphere of interest does not commonly cover the economic and social problems pertaining to certain contexts and localities. This has been especially the experience of industrial design education in countries like Turkey as its establishment accompanied the modernization process of those countries. In these countries, the design education's links with the local context have been weak and the conditions existing on the ground have usually been ignored by design academics as they were expected to change as a consequence of the industrial and cultural development process that they would go through in time (Er and Kaya, 2008; Er and Er, 2006). This situation started to change mainly due to the enormity of the challenges ahead of the countries resulting from socioeconomic and environmental problems. These problems force design education to re-interpret its mission and broaden its scope of interest as to contribute to the achievement of sustainable development. On the other hand, the specific nature of the problems to the local contexts requires the development of specific solutions to those contexts. This paper reports an example of design education's engagement with the problems and challenges pertaining to a specific locality. The particular engagement consists of a diagnosis study to identify the nature of a productive network in a district of historical significance in Istanbul. The study constitutes a part of a series of activities to increase the visibility of the positive qualities of the district and to explore how design and design thinking can help in generating viable proposals for their survival and upgrading.
Agrindustrial Design, 1st product and service …, 2006
... Arçelik as a major producer and distributor made the first hybrid object that combines a kett... more ... Arçelik as a major producer and distributor made the first hybrid object that combines a kettle and a teapot: Tiryaki (see Mutlu and Er, 2003). ... 2003 TR20030756^ lurettin Uğur Electrical tea brewing machine that Is not effected by the changes in the main voltage 26.05. ...
This article provides a comparison of design support landscape of three countries: the UK, Estoni... more This article provides a comparison of design support landscape of three countries: the UK, Estonia and Turkey. The economic and political development patterns and experience of design support within these countries lead to different models of design support. The differences are visible in the levels of support, aims of innovation, available resources and opportunities but also priorities. The way in which these projects/programmes are initiated, operate and sustain themselves vary as well. The article aims to understand the future of design support through looking at the versatile programmes in these countries. It provides a historical background of design support by building on specific programmes in these countries. Based on the knowledge drawn from comparison of histories of support, the paper not only makes suggestions for the development of future of design support models.
This article summarizes the findings of a long-term marketing research project whose objective wa... more This article summarizes the findings of a long-term marketing research project whose objective was to determine existing consumption patterns in the needlecrafts industry in Turkey. The research was carried out by one of the authors while working at Coats Turkey (CT), the world’s largest manufacturer and supplier of sewing and embroidery threads, as the Crafts Marketing Manager. A mini-case study of the company is therefore also included in the article. The main research questions addressed during the field study were ‘why and how do the thread consumers practice the needlecrafts?’ On the basis of the findings obtained from the long-term analysis of consumer attitudes, a consumer segmentation pattern has been proposed. The pattern has been revealed through interviews and face-to-face surveys, with more than 1000 embroidery teachers working at vocational high schools and public education centres and their students attending classes between 2000 and 2009 in Turkey. The pattern depicts the segmentation of motives for doing needlecrafts and suggests a distribution based on Maslow’s hierarchy of needs: as the socio-economical level of the consumer increases, the main motivation for doing needlecrafts stems from psychological rather than physical needs. Focusing more on the psychological needs of consumers, the company redesigned some of the experiences it offered to needlecraft consumers. Therefore, this article also elaborates on designing experiences for the needlecrafts industry and suggests that there may be opportunities for other crafts companies to implement such an approach, because as the competition gets intensive, product and service differentiation becomes more challenging and inadequate in terms of maintaining a sustainable business. Addressing psychological needs by means of designing experiences and focusing on experiential marketing seems to be one solution. Further research is needed to explore how other industries may benefit from focusing more on psychological needs by means of creating positive experiences.
24th DMI: Academic Design Management Conference Design & Innovation at a Crossroad
This paper explains the critical steps that a family-owned furniture manufacturing business with ... more This paper explains the critical steps that a family-owned furniture manufacturing business with a century-long history from an emerging country has taken, to have a presence in international markets. It focuses on their design strategies
to hold their presence and sustain growth in the sector. We know that exporting is the “standard” pattern for growth for all sectors including the furniture industry. If a company does not invest in becoming a well-known brand however, the
benefits of exporting remain limited. The literature cites Original Equipment Manufacturing (OEM), Original Design Manufacturing (ODM) and Original Brand Manufacturing (OBM) as export strategies for companies to have a
presence in the global value chains (GVCs) and also reveals that some companies apply several strategies simultaneously. In this paper, we will explore how the company follows a dual strategy as being an agile subcontractor
with a strong in-house design team and production capabilities and also maintaining a high-quality original furniture collection (ODM). By investing in internal design resources and forging collaborations with external designers, the
company has successfully capitalized on the burgeoning demand for contract furniture. The case study will focus on the nature of new product development in contract furniture, especially the role of specifiers, (architects/interior
designers) and also on the company’s recent collaboration with a well-known Turkish designer in their effort to build a collection of unique products.
Keywords: Contract furniture; design driven innovation; emerging economies; furniture industry, OEM/ODM/OBM strategies, specifiers.
This article investigates the influence of product design practices on new service development pr... more This article investigates the influence of product design practices on new service development processes of manufacturers that are moving toward service provision using a multiple case study conducted with four companies. Technological developments, a competitive business environment, and diverse customer demands have forced manufacturing firms to pursue growth strategies through new service development. On the other hand, studies on design, particularly the interplay between product design and new service development processes, in this shift are scant. This is significant because a manufacturer's transition from only selling products toward delivering services requires the simultaneous management of practices that reflect their histories of product design and processes that comprise service design and development. As a result of the analysis, three themes emerged regarding the influence of product design practices on new service development within the context of manufacturing: (1) accumulation of product design expertise, (2) increased customer loyalty through high-quality products, and (3) design problems as tools for fostering innovation culture. Each theme is thoroughly discussed with examples from the case study companies. Consequently, this article highlights the interplay between product and service design processes and provides insights on how established product design practices would assist a manufacturer in service provision.
Digital technologies have enabled manufacturing companies to extend their product-based portfolio... more Digital technologies have enabled manufacturing companies to extend their product-based portfolios with innovative service offerings. Various aspects of this shift have been explored from a service and system design perspective. However, the transformative effects of the deployment of digital technologies on product design practices, particularly in manufacturing firms have been relatively neglected. To explore this issue, semi-structured interviews were conducted with 22 manufacturing industry experts. Four product design practices that underwent a change process as a result of digital transformation were identified: Modifying product designs to enable diverse servicing options at the outset, redefining the role of customer data in the design process, focusing on the outcomes to facilitate cocreation, and designing feedback mechanisms about the past and current product status. The articulation of these themes contribute to the design literature on the effects of digital transformation, as well as to the literature on service transitions in manufacturing firms.
İTÜ Vakfı Dergisi, Türkiye’de Patent özel sayısı, Sayı 62, 2013
Üniversiteler de Patent Sahibi Olacak "Hazırlamış olduğumuz tasarıyla üniversitelerin de patent s... more Üniversiteler de Patent Sahibi Olacak "Hazırlamış olduğumuz tasarıyla üniversitelerin de patent sahibi olmasının yolunu açıyoruz. Böylece üniversitelerdeki buluşların çok daha etkin bir şekilde korunmasının ve ticarileştirilmesinin önünü açmış olacağız. Bu buluşlardan elde edilen gelirin en az yüzde 30'u öğretim üyesinin olacak. Bu düzenlemeyle, akademisyenlerimizin ticarileştirme zorluklarından ötürü patent başvurusu yapma konusundaki çekincelerini gidermiş ve üniversitelerimizdeki mevcut buluş potansiyelini ortaya çıkarmış olacağız…"
PhD. degrees in industrial design from Istanbul Technical University (ITU), Faculty of Architectu... more PhD. degrees in industrial design from Istanbul Technical University (ITU), Faculty of Architecture. Major research interests include various patterns of design management capability development in GVCs, strategic use of design and design audits and practice theory.
Revista Design em Foco. Universidade do Estado da Bahia. [email protected]. ISSN (Versión impr... more Revista Design em Foco. Universidade do Estado da Bahia. [email protected]. ISSN (Versión impresa): 1807-3778. BRASIL. 2006. Özlem Er / H. Alpay Er. PESQUISA EM DESIGN INDUSTRIAL EM UM PAÍS DE INDUSTRIALIZAÇÃO. ...
The design profession evolved during technologically transformative times of industrialization. W... more The design profession evolved during technologically transformative times of industrialization. While the requirements of mass production have been the major paradigm shaping the nature of industrial design education in industrialised countries, developing countries also embraced it despite their late and peculiar processes of industrialisation. The idea was that the industrial sectors in these countries would also need industrial designers who are able to design products for mass production. This, in turn, caused the ignorance of crafts or at best the view to keep them as a source of product ideas that would appeal to tourists or export markets looking for "authentic" products. In this paper, we will explore the past and current ways of linking with crafts in design education in three countries with different historical backgrounds and industrialization experiences. We identify some of the notable differences and overlaps in the integration of crafts in design schools in three different countries and show reciprocal influences between crafts and design schools with a modernist tradition.
By its very nature, industrial design education tries to be in close contact with the industry. D... more By its very nature, industrial design education tries to be in close contact with the industry. Design academics try to foresee the future needs of the industry and revise the existing education programs accordingly. As industrial design education is traditionally structured to address the general needs of mainly large manufacturing companies, its sphere of interest does not commonly cover the economic and social problems pertaining to certain contexts and localities. This has been especially the experience of industrial design education in countries like Turkey as its establishment accompanied the modernization process of those countries. In these countries, the design education's links with the local context have been weak and the conditions existing on the ground have usually been ignored by design academics as they were expected to change as a consequence of the industrial and cultural development process that they would go through in time (Er and Kaya, 2008; Er and Er, 2006). This situation started to change mainly due to the enormity of the challenges ahead of the countries resulting from socioeconomic and environmental problems. These problems force design education to re-interpret its mission and broaden its scope of interest as to contribute to the achievement of sustainable development. On the other hand, the specific nature of the problems to the local contexts requires the development of specific solutions to those contexts. This paper reports an example of design education's engagement with the problems and challenges pertaining to a specific locality. The particular engagement consists of a diagnosis study to identify the nature of a productive network in a district of historical significance in Istanbul. The study constitutes a part of a series of activities to increase the visibility of the positive qualities of the district and to explore how design and design thinking can help in generating viable proposals for their survival and upgrading.
Agrindustrial Design, 1st product and service …, 2006
... Arçelik as a major producer and distributor made the first hybrid object that combines a kett... more ... Arçelik as a major producer and distributor made the first hybrid object that combines a kettle and a teapot: Tiryaki (see Mutlu and Er, 2003). ... 2003 TR20030756^ lurettin Uğur Electrical tea brewing machine that Is not effected by the changes in the main voltage 26.05. ...
This article provides a comparison of design support landscape of three countries: the UK, Estoni... more This article provides a comparison of design support landscape of three countries: the UK, Estonia and Turkey. The economic and political development patterns and experience of design support within these countries lead to different models of design support. The differences are visible in the levels of support, aims of innovation, available resources and opportunities but also priorities. The way in which these projects/programmes are initiated, operate and sustain themselves vary as well. The article aims to understand the future of design support through looking at the versatile programmes in these countries. It provides a historical background of design support by building on specific programmes in these countries. Based on the knowledge drawn from comparison of histories of support, the paper not only makes suggestions for the development of future of design support models.
Er, H. Alpay, Fatma Korkut and Özlem Er, eds. Nesnel 1: Türkiye'de Tasarım Eğitimi [Design educat... more Er, H. Alpay, Fatma Korkut and Özlem Er, eds. Nesnel 1: Türkiye'de Tasarım Eğitimi [Design education in Turkey]. Nesnel kitap dizisi 1. İstanbul: Boyut Yayın Grubu, 1998.
A fundamental feature of international or cross-cultural workshops is the drive for learning abou... more A fundamental feature of international or cross-cultural workshops is the drive for learning about the others. In such workshops, being a tutor or student does not matter as all workshop participants share the same curiosity to find out about different life experiences. Such a workshop was undertaken in fall 2006 at the Department of Industrial Product Design, Istanbul Technical University (ITU) with the participation of the tutors and the students of the third-year Product Design Studio class (43 students in total). The workshop, " Private Water, " was among a series of activities planned under an international project initiated by Georg-Christof Bertsch, a design consultant and educator from Germany. The project defined as " Reflecting Waters " involves activities in Bezalel The workshop program started with an introductory lecture on the significance of water from the perspectives of different cultures and religions. This was followed by brief information on the Reflecting Waters project, its scope and content. Following this lecture, Georg Bertsch started the workshop by explaining the procedure to be followed in the allocated period of time which was five work days. The first action was to form groups around two themes of the workshop which was defined as " in bath " and " mineral water. " Eight groups were formed to work on these two themes; four groups working on the first theme while the remaining four on the second one. Following the formation of the groups, students in all the groups were given the task of taking at least 10 photos of all kinds of objects related to water in private and public spaces. On the second day of the workshop, the photos were collected and formatted, renamed and the results were loaded on the project's input files on the project server. These were prepared as four 15-minute PowerPoint presentations about different kinds of objects, such as bathroom applications, public fountains and so on. The discussions on these presentations were the most valuable part of the workshop and this constituted the source of inspiration for this paper. The main positive aspect of these discussions relates to the efforts of explaining such as why in most of the Turkish bathrooms there are plastic seating units or water containers in the bath tubs, the reasons both cultural and religious for a special device for cleaning one's body built in the water closets or specific patterns of bathing or cleansing, the origins of the forms of various water containers used in Anatolian houses. The act of explaining itself allows self-understanding and self-reflection as well as developing a critical view into one's own culture.
This paper focuses on what design in business entails. For this purpose, initially existing desig... more This paper focuses on what design in business entails. For this purpose, initially existing design management literature is reviewed to reveal various design classification models suggested by different authors. Secondly, the paper offers an updated conceptual model for corporate domains affected by designby analyzing various conceptualizations in the marketing literature. The goal is to reach a comprehensive, interdisciplinary and updated classification model that incorporates many of the physical manifestations of design. For this purpose, design germination is used as a metaphor: Planting the design seed is not adequate to grow a deep-rooted tree. Similarly, to benefit all the corporate domains from the shadow of the tree; different design disciplines are to confront, communicate and collaborate in harmony. To facilitate collaboration, having a unanimously accepted picture of the territory of design is important. On the other hand, empirical findings suggest that such an unanimously accepted territory of design among non-designer executives does not exist.
Synopsis This paper explores the evolutionary change in the use of design in the specific case of... more Synopsis This paper explores the evolutionary change in the use of design in the specific case of development of a major sanitaryware manufacturing company in Turkey. The paper first outlines the conditions, which led to the use of design strategically for the manufacturing company. It then focuses on a product designed by a Turkish design consultancy for this company, where the task of the consultancy was to design a product, which would fulfill the specific needs stemming from the ritual ablution. This assignment has taken place at a phase in the development of the company when it needed to create a product range consisting of innovative products, in harmony with its aim to be the pioneer of the modern bathroom. The local culture,
Konsept Projeler dergisi Ocak 2013 sayısında Design Turkey Endüstriyel Tasarım Ödülleri 2012 değe... more Konsept Projeler dergisi Ocak 2013 sayısında Design Turkey Endüstriyel Tasarım Ödülleri 2012 değerlendirme yazısı
The design profession evolved during technologically transformative times of industrialization. W... more The design profession evolved during technologically transformative times of industrialization. While the requirements of mass production have been the major paradigm shaping the nature of industrial design education in industrialised countries, developing countries also embraced it despite their late and peculiar processes of industrialisation. The idea was that the industrial sectors in these countries would also need industrial designers who are able to design products for mass production. This, in turn, caused the ignorance of crafts or at best the view to keep them as a source of product ideas that would appeal to tourists or export markets looking for "authentic" products. In this paper, we will explore the past and current ways of linking with crafts in design education in three countries with different historical backgrounds and industrialization experiences. We identify some of the notable differences and overlaps in the integration of crafts in design schools in three different countries and show reciprocal influences between crafts and design schools with a modernist tradition.
By its very nature, industrial design education tries to be in close contact with the industry. D... more By its very nature, industrial design education tries to be in close contact with the industry. Design academics try to foresee the future needs of the industry and revise the existing education programs accordingly. As industrial design education is traditionally structured to address the general needs of mainly large manufacturing companies, its sphere of interest does not commonly cover the economic and social problems pertaining to certain contexts and localities. This has been especially the experience of industrial design education in countries like Turkey as its establishment accompanied the modernization process of those countries. In these countries, the design education's links with the local context have been weak and the conditions existing on the ground have usually been ignored by design academics as they were expected to change as a consequence of the industrial and cultural development process that they would go through in time (Er and Kaya, 2008; Er and Er, 2006). This situation started to change mainly due to the enormity of the challenges ahead of the countries resulting from socioeconomic and environmental problems. These problems force design education to re-interpret its mission and broaden its scope of interest as to contribute to the achievement of sustainable development. On the other hand, the specific nature of the problems to the local contexts requires the development of specific solutions to those contexts. This paper reports an example of design education's engagement with the problems and challenges pertaining to a specific locality. The particular engagement consists of a diagnosis study to identify the nature of a productive network in a district of historical significance in Istanbul. The study constitutes a part of a series of activities to increase the visibility of the positive qualities of the district and to explore how design and design thinking can help in generating viable proposals for their survival and upgrading.
Organizasyonel kültür firma bünyesinde gerçekleştirilen tüm faaliyetlerde davranışları, işin işle... more Organizasyonel kültür firma bünyesinde gerçekleştirilen tüm faaliyetlerde davranışları, işin işleyiş tarzını etkileyen bir çerçeve görevi yapmaktadır. Organizasyonel kültür doğru yönlendirildiği zaman, tasarımı kolaylaştırmak, yeni fikirlerin ve perspektiflerin kabul edilebilirliğini sağlamak için gerekli olan organizasyonel değişimi gerçekleştirmede anahtar rol oynamaktadır. Organizasyonel kültürü tasarımı destekleyecek şekilde geliştirmiş olan firmalar kriz sürecinde tasarım çalışmalarına ara veren birçok firmanın aksine geleceğe yatırım yaparak yeni projeler üretebilmektedirler. Organizasyonel kültürün firmaların, yeni ürün tasarımı anlayışlarını ve organizasyonel yapılanmalarını nasıl etkilediğini anlamak için “tasarım denetim” araçlarının kullanılması mümkündür. Tasarım denetimleri firma ya da kurumların birçok faaliyet alanında, o anki performansları ile arzu edilen performansları arasındaki farkı tanımlamak için kullanmakta ve performans arttırmak için gerekli eylem planlarının geliştirilmesinde kullanılacak bilgiyi sağlamaktadırlar. Organizasyonel kültür kapsamında yer alan konulara göre yapılandırılan ‘tasarım denetim araçları’ tasarım gerçekleştiren üç farklı firmada uygulanmıştır. Bu bildiride organizasyonel kültür kavramının firmaların tasarımı biliçli ve stratejik kullanımına etkisi irdelenmekte ve uygulanan tasarım denetim çalışmasının sonuçları yansıtılmaktadır.
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Papers by Ozlem Er
to hold their presence and sustain growth in the sector. We know that exporting is the “standard” pattern for growth for all sectors including the furniture industry. If a company does not invest in becoming a well-known brand however, the
benefits of exporting remain limited. The literature cites Original Equipment Manufacturing (OEM), Original Design Manufacturing (ODM) and Original Brand Manufacturing (OBM) as export strategies for companies to have a
presence in the global value chains (GVCs) and also reveals that some companies apply several strategies simultaneously. In this paper, we will explore how the company follows a dual strategy as being an agile subcontractor
with a strong in-house design team and production capabilities and also maintaining a high-quality original furniture collection (ODM). By investing in internal design resources and forging collaborations with external designers, the
company has successfully capitalized on the burgeoning demand for contract furniture. The case study will focus on the nature of new product development in contract furniture, especially the role of specifiers, (architects/interior
designers) and also on the company’s recent collaboration with a well-known Turkish designer in their effort to build a collection of unique products.
Keywords: Contract furniture; design driven innovation; emerging economies; furniture industry, OEM/ODM/OBM strategies, specifiers.
to hold their presence and sustain growth in the sector. We know that exporting is the “standard” pattern for growth for all sectors including the furniture industry. If a company does not invest in becoming a well-known brand however, the
benefits of exporting remain limited. The literature cites Original Equipment Manufacturing (OEM), Original Design Manufacturing (ODM) and Original Brand Manufacturing (OBM) as export strategies for companies to have a
presence in the global value chains (GVCs) and also reveals that some companies apply several strategies simultaneously. In this paper, we will explore how the company follows a dual strategy as being an agile subcontractor
with a strong in-house design team and production capabilities and also maintaining a high-quality original furniture collection (ODM). By investing in internal design resources and forging collaborations with external designers, the
company has successfully capitalized on the burgeoning demand for contract furniture. The case study will focus on the nature of new product development in contract furniture, especially the role of specifiers, (architects/interior
designers) and also on the company’s recent collaboration with a well-known Turkish designer in their effort to build a collection of unique products.
Keywords: Contract furniture; design driven innovation; emerging economies; furniture industry, OEM/ODM/OBM strategies, specifiers.