 RESEARCH AT CRANFIELD SCHOOL OF MANAGEMENT
PERCEPTIONS OF INDUSTRIAL DESIGN: THE ‘MEANS’ AND THE ‘ENDS’
Pietro Micheli
Senior Lecturer in Organisational Performance
Dialogue and understanding between managers and designers is key to enhancing
new product development.
A pleasing design undoubtedly strengthens
the appeal and commercial success of new
products. Nevertheless integrating design
thinking into new product development can be
challenging because of the differing
perspectives of industrial designers and
managers.
created. Particular attention is therefore paid
by designers to the ‘means’ of technology and
materials that produce the designed product. If
the product generates positive emotion and
strong interest among customers the design
could become iconic. This is the ‘end’
designers strive for.
This study investigates differences in the
language used by managers and industrial
designers when describing ‘good’ or ‘poor’
industrial design. It discovers that both groups
use common terms and adjust them to make
them specific to each group. A sample of 19
managers and designers from leading
companies in Italy and the UK were
interviewed to explore more deeply the
language used. A method designed to elicit
individual perspectives was used (Repertory
Grid).
For managers the ‘ends’ sought from new
product development were exclusivity and
brand recognition although, unlike the
designers, they were less clear on the ‘means’
for achieving their goals. Both groups saw the
role of design as essential to success. For
designers the design of the product is
paramount whereas for managers it plays a
significant part but can be subject to change.
A useful conceptual model emerged from the
study that describes each groups’ perceptions,
the common perceptions and the links
between the sets of perceptions.
Perceptions of what constitutes good design
were largely shared. Designers however
perceive the design process as including both
the design achieved and the way it was
The study points to ways of generating
dialogue and understanding between
managers and designers that will enhance
RESEARCH AT CRANFIELD SCHOOL OF MANAGEMENT
new product development. The messages for
managers are:



Recognize different perceptions of
‘means’ and ‘ends’ as a way of avoiding
misunderstanding and confusion.
Appreciate the subtle interplay between
the factors that achieve good design.
Make positive use of the creative
tension generated by the different
perspectives of designers and
managers.
WATCH THE VIDEO INTERVIEW
http://tinyurl.com/d22gvqs
For designers the messages are:


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Achieve greater awareness of the
commercial aspects of the project so
that they can be reflected in the design
from an early stage.
Be aware of how differences in
perceptions of ‘means’ and ‘ends’ can
lead to communication problems.
Include more work on new product
development in design schools.
Micheli, P., Jaina, J., Goffin, K., Lemke, F. &
Verganti, R. (2012) Perceptions of Industrial
Design: The ‘Means’ and the ‘Ends’, Journal
of Product Innovation Management
(forthcoming)
For further details on this research paper
please contact: pietro.micheli@cranfield.ac.uk
Management Theme: Innovation
and Operations Management
MANAGEMENT THEMES AT CRANFIELD SCHOOL OF MANAGEMENT
 Business Economics and Finance
 Business Performance Management
 Corporate Responsibility and Sustainability
 Entrepreneurship and Business Growth
 General Management
 Information Systems
 Innovation and Operations Management
 Leadership
 Managing People and Global Careers
 Marketing, Sales and Client Relationships
 Programme and Project Management
 Strategy, Complexity and Change Management
 Supply Chain and Logistics Management