What influences the design and the associated values of products? - Designing Business Models
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What influences the design and the associated values of products? CBS Competitiveness Day 2014 @ Copenhagen Business School
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What influences the design and the associated values of products? - Designing Business Models
- 1. Marta Gasparin, What influences the design and the associated values of products? 1 Christiansen, Gasparin, Varnes (2014) Marta Gasparin, Points of the session 2 Serie7 Egg Ice Network Process
- 2. Marta Gasparin, Serie7- First Episode 3 Marta Gasparin, Translation Processes Arne Jacobsen Canteen in Novo Nordisk Soren Hansen Organic design Plywood 1950 1952 Eames chairs Modern Manufacturing Ant Ant Complaints from the customers Armrest Four legs Arne Jacobsen DAN chair Organic Ergonomic Serie7 1953 1955 Soren Hansen Plywood Prototype Moma Eames Chairs Organic design Alvar Aalto Eames and Saarinen Plywood as new material suitable for modern manufacturing 1932 1950 4
- 3. Marta Gasparin, Features associated and disassociated by the spokesperson: Søren Hansen Associated features Disassociate features Suitable for small spaces Smaller chairs Cheaper design High volume mass production Functional design Stackable Modern mass manufacturing Modern industrial design Designed by cabinetmakers Limited production Low working time per design High working time per design Limited market Expensive design Big and large chairs Ornament design Suitable for working places 5 Marta Gasparin, Translation 2 Episode 6 Danish Design = leaking Black box Scandinavian/ Danish Design = leaky black box = black box
- 4. Marta Gasparin, Features associated and disassociated: spokesperson: Søren Hansen 7 Serie7 Danish Design Soren Hansen Scandinavian design Mass manufacturing Other plywood chairs 1955 1975 3102; 3105; 3107; 3108; 3123; 3187; 3130 Export Original Representing Danish design High volume mass production Plagiarism Quality The design is exportable in many di↵erent markets Mass manufacturing Cabinetmaker Features associated Features disassociated Design is for small markets Marta Gasparin, The Serie7-Third episode plywood as material as become a blackboxed, since it has been widely used Technology of managing mobilised for making decisions 8
- 5. Marta Gasparin, Translations and Features associated. Spokesperson: Peter Lassen Peter Lassen Furniture dealers Europe USA Arabian countries Oil crisis Oil profits Veneer/ wood New buildings Sustainable chairs Danish Chairs Quality/ resistant serie7 chairs 1974 1979 1982 Sustainable design Comfortable design High quality through industrial production Classic design Design using materials not environmental friendly Pop design Breakable and low quality design Long lasting Fast consumption- frequently changed Associated features Disassociated Features 9 Marta Gasparin, The Serie7 Fourth episode 10 = leaky black boxes = black boxes
- 6. Marta Gasparin, translations!and features associated and disassociated 11 Features Associated Features Disassociated Sustainable design Scandinavian Design Design for the private market Design for the corporate market Honest design Design for a mass market Designed by Arne Jacobsen Designed by a cabinet maker 2002 2013 Jacob Holm Republic of Fritz Hansen Artist Prices Serie7 Exhibitions Serie7 classical Scandinavian design Marta Gasparin, Presentation of the cases! The Egg Episode 1 Episode 2 Episode 3 Episode 4 Episode 5 Sub-ep. 1 sub-ep. 2 12 1940 1958 1966 1980 2009
- 7. Marta Gasparin, The Egg- First episode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arta Gasparin, Translation processArne Jacobsen Modern Manufacturing Egg and Swan Styropor 1955 1958 Landmandsbaken chair SAS hotel Soren Hansen Eames Chairs USA army Eames and Saarinen Chairs Styropor as material for furniture Organic design Modern manufacturing 1943 1948 molecular Norwegian Engineer 14
- 8. Marta Gasparin, Features associated and disassociated! Spokesperson: Søren Hansen Features associated Features diassociated modern industrial maufacturing cost reduction high quality ergonomic design high volume mass production high end design for mass market lower price design is conservative design is hand-craft design is cabinet maker stackable lightweigh suitable for working places design is for a limited market suitable only for few environment heavy expensive limited number of design produced organic ornamentalfunctional Design is produced with the bent wood and thonet technique innovative conservative straight lines quality in the industrial production quality in the craft production 15 Marta Gasparin, Egg- Second Episode 16
- 9. Marta Gasparin, Features associated and disassociated by the spokesperson: Søren Hansen 17 Soren Hansen Exhibitions Danish Design Export Hotels/Buildings/Lobbies ultramodern Egg 1959 1965 Egg Original Representing Danish design High volume mass production Plagiarism Quality The design is exportable in many di↵erent markets Mass manufacturing Cabinetmaker Features associated Features disassociated Design is for small markets Marta Gasparin, The decline of the Egg- Third = leacky blackbox 18
- 10. Marta Gasparin, Translations and Features associated and disassociated! Spokesperson: Peter Lassen Features associated Features disassociated Design using materials not environmental friendly Old design Pop design Classical design Long lasting Sustainable design Peter Lassen Furniture dealers USA Oil crisis plastic materials not good Egg- Non sustainable and elite chair 1966 1979 Egg 19 Marta Gasparin, Fourth episode 20
- 11. Marta Gasparin, Translations and features associated and disassociated by the spokesperson: Jacob Holm 21 Features associated Features disassociated Handcraft design Design for status symbol Low volume of production High end design for niche market Sculptural design High price per item Low price per item Design is functional Mass market High volume of production Flexible industrial production of the material 2002 2009 Jacob Holm Republic of Fritz Hansen Gold Edition prices Tal R Egg as a piece of art Exhibitions Egg as iconic/ timeless design Marta Gasparin, ISO The Egg- 5 episode- nowadays 22
- 12. Marta Gasparin, Translation process and features associated and disassociated! Spokesperson: Jacob Holm 2009 2013 Jacob Holm Emergent market Catalogues Prices Furniture dealers Exclusive egg Features associated Features disassociated Handcraft design Design for status symbol Low volume of production High end design for niche market Sculptural design High price per item Low price per item Design is functional Mass market High volume of production Flexible industrial production of the material 23 Marta Gasparin, Ice Chair: First Episode 24
- 13. Marta Gasparin, Translations and Features Associated and Disassociated! Spokesperson: Jacob Holm Flexible industrial production of the material High volume mass production Design is mainly an ornament Low volume of production Design is handcraft Associated features Disassociated features High end design for mass market Low tech design Design is functional Design is both from inside and outside Design for the private market Design for corporate customers Design is high tech Design is traditional 1997 2002 Jacob Holm Design manager Designers Brief Prototypes Kasper Salto Ice chair 25 Marta Gasparin, Translations and Features Associated and Disassociated! Spokesperson: Jacob Holm 26 Flexible industrial production of the material High volume mass production Design is mainly an ornament Low volume of production Design is classical Associated features Disassociated features High design for a✏uent customers Design is functional Design is both from inside and outside Design for the private market Design for corporate customers 2002 2007 Jacob Holm contractual market Ice Chair as expensive plastic chair Ice displaced in cultural places in DK
- 14. Marta Gasparin, Breakout session ! 1st task • What values should be associated/ disassociated to propose this product in a new market (Chinese)? 27 Marta Gasparin, Chinese consumers are not accustomed to caffeine, they do long commuting. They are part of the emerging middle class in China, with high purchasing power, and thanks to the Internet and the expansion of global brands, the consumers are exposed to the lifestyle of the middle Western class. In many cases, their aspiration and sophistication rise even faster than their income 28
- 15. Marta Gasparin, 2 task: Matrix for proposing this product in China- 10 min 29 Values/ features/ meanings Values/ features/ meanings Values/ features/ meanings Values/ features/ meanings means/ actors means/ actors means/ actors means/ actors Marta Gasparin, 3rd task: strategy debate • How could such a process be organised in the company? ! • Who should partecipate? When (in which occasions?) Who takes decisions? ! • How can we relate such a process to strategy? 30
- 16. Marta Gasparin, Next workshop:! Designing business models-! Claus Varnes, John Christiansen, Stoyan Tanev, Adela Michea! 13th November! ! mg.om@cbs.dk 31