BRAND & PRODUCT STRATEGY:
DESIGNING STRATEGIES ...
FOR MANAGEMENT DECISIONS
DELFT, OCTOBER 9th 2013

PROF. RALF BEUKER
WHO ... WHY ... WHAT ... HOW
WHO
is talking ?
http://ralfbeuker.com
PROFESSOR FOR DESIGN MANAGEMENT
FH MÜNSTER (since 2007)
DEAN DESIGN DEPARTMENT
(since 2010)
designthenewbusiness.com
GRADUATION PROJECT
SUPERVISOR (2010)

Beste Abschlussarbeit 2010: Service Design Reader
Beste Abschlussarbeit 2010: Service Design Reader
WHY
did Erik invite me ?
Beste Abschlussarbeit 2010: Service Design Reader
Beste Abschlussarbeit 2010: Service Design Reader
Beste Abschlussarbeit 2010: Service Design Reader
Beste Abschlussarbeit 2010: Service Design Reader
WHAT
am I gonna talk about ?
WHAT IS A

DESIGN STRATEGY ?
http://www.flickr.com/photos/lunchbreath
http://bit.ly/designstrategy
WHAT IS (A)

STRATEGY ?
PROF. MICHAEL PORTER
Bishop William Lawrence University Professor,
based at Harvard Business School
OBJECTIVE
RESULT
OBJECTIVE

RESULT

(explicit)

(intended)

STRATEGY
CRAFTING STRATEGY
ON WHICH
LEVEL ?
CORPORATE

Which industry/segment
should we compete in ?

BUSINESS

How should we compete
in that segment ?
(Competitve Ad...
CRAFTING STRATEGY
on the corporate level
SWOT
SWOT ?!
SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
SWOT
SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
STRENGTHS WEAKNESSES
SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
OPPORTUNITIES THREATS
THE COMPETITIVE ENVIRONMENT

OPPORTUNITIES THREATS
STEP MODEL

OPPORTUNITIES THREATS
5 FORCES – M. PORTER
suppliers

threat of
entry

industry
competition

substitutes

buyers

OPPORTUNITIES THREATS
SWOT
STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
HOW DOES

DESIGN
FIT INTO ALL THIS ?
Well ... if the corporate level has

SWOT
... then the business level deserves

POST
?
POST
PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
But hey, where‘s the link to

DESIGN ?
DESIGN
is using as a set of
TRANSFORMATION
MEANS
DESIGN
is using as a set of

TRANSFORMATION MEANS
that support
STRATEGIES
DESIGN
is using as a set of

TRANSFORMATION MEANS
that support

STRATEGIES
based on
OBJECTIVES
DESIGN
is using as a set of

TRANSFORMATION MEANS
that support

STRATEGIES
based on

OBJECTIVES
all aiming at

PEOPLE
BUT ...
TSOP
TRANSFORMATION STRATEGIES OBJECTIVES PEOPLE
MEANS
POST
PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
PEOPLE
PEOPLE
OBJECTIVES
OBJECTIVES
Industries
Markets

People
OBJECTIVES
Industries
Markets

People
OBJECTIVES
Industries
Markets

People
bordofinnovation.com

OBJECTIVES
STRATEGIES
productdelevopment/
R&D/design

The customer/user

the organisation

marketing/branding
(KNOW) WHY

are we using Design ?

(KNOW) HOW

are we using Design ?

(KNOW) WHAT

are we doing with Design ?
WHY are
we using
Design

Expected benefits an organisation
is aiming to achieve with the use of
design over other discipli...
How are
we using
Design

The design methods, processes,
tools & instruments that are
necessary & suitable for the
organisa...
WHAT are
we doing
with Design

Touchpoints to focus on, design
layers to employ, resources to
allocate to activities, desi...
TRANSFORMATION
MEANS
TRESPA Case, BDI Book
POST
PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION
MEANS
DESIGN[ING] STRATEGY
THE POSTER
THE POSTER
http://bit.ly/designstrategy
;-)
DANKE SCHÖN
Lecture TU Delft: How to strategize design or make design strategic
Lecture TU Delft: How to strategize design or make design strategic
Lecture TU Delft: How to strategize design or make design strategic
Lecture TU Delft: How to strategize design or make design strategic
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Lecture TU Delft: How to strategize design or make design strategic

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In this lecture anyone interested in design and its strategic use in the corporate and particularly business contexts learns about which tools to use in order to craft a design strategy.

Published in: Design, Business

Lecture TU Delft: How to strategize design or make design strategic

  1. 1. BRAND & PRODUCT STRATEGY: DESIGNING STRATEGIES ... FOR MANAGEMENT DECISIONS DELFT, OCTOBER 9th 2013 PROF. RALF BEUKER
  2. 2. WHO ... WHY ... WHAT ... HOW
  3. 3. WHO is talking ?
  4. 4. http://ralfbeuker.com
  5. 5. PROFESSOR FOR DESIGN MANAGEMENT FH MÜNSTER (since 2007)
  6. 6. DEAN DESIGN DEPARTMENT (since 2010)
  7. 7. designthenewbusiness.com
  8. 8. GRADUATION PROJECT SUPERVISOR (2010) Beste Abschlussarbeit 2010: Service Design Reader
  9. 9. Beste Abschlussarbeit 2010: Service Design Reader
  10. 10. WHY did Erik invite me ?
  11. 11. Beste Abschlussarbeit 2010: Service Design Reader
  12. 12. Beste Abschlussarbeit 2010: Service Design Reader
  13. 13. Beste Abschlussarbeit 2010: Service Design Reader
  14. 14. Beste Abschlussarbeit 2010: Service Design Reader
  15. 15. WHAT am I gonna talk about ?
  16. 16. WHAT IS A DESIGN STRATEGY ?
  17. 17. http://www.flickr.com/photos/lunchbreath
  18. 18. http://bit.ly/designstrategy
  19. 19. WHAT IS (A) STRATEGY ?
  20. 20. PROF. MICHAEL PORTER Bishop William Lawrence University Professor, based at Harvard Business School
  21. 21. OBJECTIVE
  22. 22. RESULT
  23. 23. OBJECTIVE RESULT (explicit) (intended) STRATEGY
  24. 24. CRAFTING STRATEGY
  25. 25. ON WHICH LEVEL ?
  26. 26. CORPORATE Which industry/segment should we compete in ? BUSINESS How should we compete in that segment ? (Competitve Advantage) FUNCTIONAL What exactly are we supposed to do ? (Marketing, HR, etc.)
  27. 27. CRAFTING STRATEGY on the corporate level
  28. 28. SWOT
  29. 29. SWOT ?!
  30. 30. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  31. 31. SWOT
  32. 32. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  33. 33. STRENGTHS WEAKNESSES
  34. 34. STRENGTHS WEAKNESSES
  35. 35. STRENGTHS WEAKNESSES
  36. 36. STRENGTHS WEAKNESSES
  37. 37. STRENGTHS WEAKNESSES
  38. 38. STRENGTHS WEAKNESSES
  39. 39. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  40. 40. OPPORTUNITIES THREATS
  41. 41. THE COMPETITIVE ENVIRONMENT OPPORTUNITIES THREATS
  42. 42. STEP MODEL OPPORTUNITIES THREATS
  43. 43. 5 FORCES – M. PORTER suppliers threat of entry industry competition substitutes buyers OPPORTUNITIES THREATS
  44. 44. SWOT STRENGTHS WEAKNESSES OPPORTUNITIES THREATS
  45. 45. HOW DOES DESIGN FIT INTO ALL THIS ?
  46. 46. Well ... if the corporate level has SWOT
  47. 47. ... then the business level deserves POST
  48. 48. ?
  49. 49. POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
  50. 50. But hey, where‘s the link to DESIGN ?
  51. 51. DESIGN is using as a set of
  52. 52. TRANSFORMATION MEANS
  53. 53. DESIGN is using as a set of TRANSFORMATION MEANS that support
  54. 54. STRATEGIES
  55. 55. DESIGN is using as a set of TRANSFORMATION MEANS that support STRATEGIES based on
  56. 56. OBJECTIVES
  57. 57. DESIGN is using as a set of TRANSFORMATION MEANS that support STRATEGIES based on OBJECTIVES
  58. 58. all aiming at PEOPLE
  59. 59. BUT ...
  60. 60. TSOP TRANSFORMATION STRATEGIES OBJECTIVES PEOPLE MEANS
  61. 61. POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
  62. 62. PEOPLE
  63. 63. PEOPLE
  64. 64. OBJECTIVES
  65. 65. OBJECTIVES Industries Markets People
  66. 66. OBJECTIVES Industries Markets People
  67. 67. OBJECTIVES Industries Markets People
  68. 68. bordofinnovation.com OBJECTIVES
  69. 69. STRATEGIES
  70. 70. productdelevopment/ R&D/design The customer/user the organisation marketing/branding
  71. 71. (KNOW) WHY are we using Design ? (KNOW) HOW are we using Design ? (KNOW) WHAT are we doing with Design ?
  72. 72. 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, ...
  73. 73. How are we using Design The design methods, processes, tools & instruments that are necessary & suitable for the organisation, its objectives, and its target group
  74. 74. 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
  75. 75. TRANSFORMATION MEANS
  76. 76. TRESPA Case, BDI Book
  77. 77. POST PEOPLE OBJECTIVES STRATEGIES TRANSFORMATION MEANS
  78. 78. DESIGN[ING] STRATEGY
  79. 79. THE POSTER
  80. 80. THE POSTER
  81. 81. http://bit.ly/designstrategy
  82. 82. ;-) DANKE SCHÖN
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