Lecture TU Delft: How to strategize design or make design strategic
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Transcript of Lecture TU Delft: How to strategize design or make design strategic
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DELFT, OCTOBER 9th 2013
BRAND & PRODUCT STRATEGY:
DESIGNING STRATEGIES ... FOR MANAGEMENT DECISIONS
PROF. RALF BEUKER
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WHO ... WHY ... WHAT ... HOW
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WHO is talking ?
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http://ralfbeuker.com
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PROFESSOR FOR DESIGN MANAGEMENT FH MÜNSTER (since 2007)
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DEAN DESIGN DEPARTMENT (since 2010)
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designthenewbusiness.com
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Beste Abschlussarbeit 2010: Service Design Reader
GRADUATION PROJECT SUPERVISOR (2010)
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Beste Abschlussarbeit 2010: Service Design Reader
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WHY did Erik invite me ?
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Beste Abschlussarbeit 2010: Service Design Reader
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Beste Abschlussarbeit 2010: Service Design Reader
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Beste Abschlussarbeit 2010: Service Design Reader
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Beste Abschlussarbeit 2010: Service Design Reader
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WHAT am I gonna talk about ?
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WHAT IS A DESIGN STRATEGY ?
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http://www.flickr.com/photos/lunchbreath
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http://bit.ly/designstrategy
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WHAT IS (A) STRATEGY ?
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PROF. MICHAEL PORTER
Bishop William Lawrence University Professor, based at Harvard Business School
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OBJECTIVE
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RESULT
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OBJECTIVE (explicit)
RESULT (intended)
STRATEGY
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CRAFTING STRATEGY
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ON WHICH LEVEL ?
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CORPORATE
BUSINESS
FUNCTIONAL
Which industry/segment should we compete in ?
How should we compete in that segment ? (Competitve Advantage)
What exactly are we supposed to do ?(Marketing, HR, etc.)
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CRAFTING STRATEGY on the corporate level
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SWOT
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SWOT ?!
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SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
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SWOT
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SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
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STRENGTHS WEAKNESSES
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STRENGTHS WEAKNESSES
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STRENGTHS WEAKNESSES
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STRENGTHS WEAKNESSES
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STRENGTHS WEAKNESSES
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STRENGTHS WEAKNESSES
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SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
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OPPORTUNITIES THREATS
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OPPORTUNITIES THREATS
THE COMPETITIVE ENVIRONMENT
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OPPORTUNITIES THREATS
STEP MODEL
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5 FORCES – M. PORTER
suppliers
buyers
substitutes industry competition
threat of entry
OPPORTUNITIES THREATS
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SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
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HOW DOES DESIGN
FIT INTO ALL THIS ?
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Well ... if the corporate level has
SWOT
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... then the business level deserves
POST
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?
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P O S T PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
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But hey, where‘s the link to
DESIGN ?
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DESIGN is using as a set of
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TRANSFORMATION MEANS
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DESIGN is using as a set of
TRANSFORMATION MEANS that support
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STRATEGIES
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DESIGN is using as a set of
TRANSFORMATION MEANS that support
STRATEGIES based on
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OBJECTIVES
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DESIGN is using as a set of
TRANSFORMATION MEANS that support
STRATEGIES based on
OBJECTIVES
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all aiming at PEOPLE
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BUT ...
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T S O P PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
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P O S T PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
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PEOPLE
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PEOPLE
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OBJECTIVES
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OBJECTIVES
People
Markets
Industries
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OBJECTIVES
People
Markets
Industries
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OBJECTIVES
People
Markets
Industries
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OBJECTIVES
bordofinnovation.com
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STRATEGIES
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the organisation
The customer/user
marketing/branding
productdelevopment/ R&D/design
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(KNOW) WHY are we using Design ?
(KNOW) HOW are we using Design ?
(KNOW) WHAT are we doing with Design ?
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WHY are we using Design
Expected benefits an organisation is aiming to achieve with the use of design over other disciplines like: Advertising, Branding, PR, ...
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How are we using Design
The design methods, processes, tools & instruments that are necessary & suitable for the organisation, its objectives, and its target group
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WHAT are we doing with Design
Touchpoints to focus on, design layers to employ, resources to allocate to activities, design disciplines to focus on and what design languague to employ
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TRANSFORMATION MEANS
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TRESPA Case, BDI Book
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P O S T PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
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DESIGN[ING] STRATEGY
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THE POSTER
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THE POSTER
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http://bit.ly/designstrategy
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DANKE SCHÖN ;-)