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“OUTSIDE‐IN” Design: Delivering Real Value to the Customer
Author(s) -
Bergman Hans,
Winlow Tom
Publication year - 1994
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.1994.tb00396.x
Subject(s) - marketing , position (finance) , operator (biology) , value (mathematics) , business , process (computing) , customer needs , telecommunications , customer value , computer science , economics , finance , microeconomics , biochemistry , chemistry , repressor , machine learning , transcription factor , gene , operating system , profit (economics)
THE TELEPHONE OPERATOR Position System—Multipurpose (TOPS MP) is one of Northern Telecom's most successful products, capturing much of the North American market. Hans Bergman and Tom Winlow believe this is due to an interdisciplinary process that makes user needs rather than technology the highest priority. In this situation, design emerges as an equal partner with engineering and marketing in the development effort, with positive consequences for customers and the company.