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Designing for the DECISION POINT
Author(s) -
Hansen James G.
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.tb00616.x
Subject(s) - point (geometry) , product (mathematics) , marketing , business , power (physics) , computer science , product line , operations research , industrial organization , process management , operations management , manufacturing engineering , economics , mathematics , engineering , geometry , quantum mechanics , physics
IN MARKETING CONSUMER PRODUCTS, one of the more crucial moments occurs when the customer sees the item on the shelf. Here, package design can play a dominant role in the decision to buy. But, as Jim Hansen argues, design can have an even greater impact on sales if it is used as a catalyst to integrate R&D and manufacturing with product development and marketing. He illustrates the power of this cross‐functional strategy with a fascinating case study detailing the evolution of a line of True Temper gardening tools.