Let it flow

How design concepts evolve in large organizations

Conference paper (2018)

Authors

E.M. Frese DesIgning Value in Ecosystems
F.E. Wegener Responsible Marketing and Consumer Behavior
Frido Smulders DesIgning Value in Ecosystems
F.E.H.M. Smulders DesIgning Value in Ecosystems
Research Group
DesIgning Value in Ecosystems
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Published Date

2018

Language

English

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Research Group

DesIgning Value in Ecosystems

Abstract

We investigated how design concepts from design student teams entered a corporate setting and how these design concepts evolved in the process of adoption by the company. Our study is based on 20 longitudinal embedded case studies at a large food multinational company of which we analyzed 4 more thoroughly. Our findings highlight the role of social interactions during the process, and specifically how these social interactions influenced the further development of the design concept. Our findings suggest a need for more detailed studies of the social interactions during deliberations between the conceptual development of the Front End of Innovation (FEI) development and the New Product Development (NPD) process.

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