what influences the design and the associated values of products? - designing business models
DESCRIPTION
What influences the design and the associated values of products? CBS Competitiveness Day 2014 @ Copenhagen Business SchoolTRANSCRIPT
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
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 customersArmrest
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
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
Marta Gasparin,
Features associated and disassociated: spokesperson: Søren Hansen
7
Serie7
Danish Design
Soren Hansen
Scandinavian design
Mass manufacturing
Other plywood chairs
1955
19753102; 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
leaky black box=
= Black box
Technology of managing mobilised for making decisions
8
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
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
Marta Gasparin,
The Egg- First episode
13
(JJ
86$
LQGXVWULDO/SURGXFWLRQ
DOYDU/DOWR
RUJDQLF/VKDSH
DUQH/MDFREVHQ
FDOLIRUQLD/ODERUDWRU\/
)ULW]/+DQVHQ
)ULW]/+DQVHQ/FRPSDQ\
/RXQJH/ZRRG/FKDLU
&KDUOHV/DQG/5D\/(DPHV
0RPD
+HUPDQ/0LOOHU
'$;
.QROO
QDY\
HYDQV/SURGXFW/FRPSDQ\
DLUSODQH
VHFRQG/ZRUOG/ZDU
6RUHQ/+DQVHQ
GDQLVK/HFRQRP\
HHURQ/VDDULQHQ
OHDWKHU
ZRPE
KHQQLQJ/ODVVHQ
6ZLYHO/PHFKDQLVP/
WXOLS/FKDLU/
RUJDQLF/GHVLJQ/IXUQLVKLQJ
3DULV/([KLELWLRQQHZ/EXLOGLQJV
SUHVV/RXQJH/FKDLU/DQG/2WWRPDQ
VNHWFKHV
VPLWK
SHGHVWDO/
QDY\/WHFKQLTXH/
YHUQHU/SDQWRQ
ZDJHV
SURWRW\SH
SODVWLF/VKHOO
DOXPLQLXP/EDVH/
EDUG/KHQQLQJVHQ
5DGLVVRQ/+RWHOIRDP
6ZDQ
NDDUH/NOLQW
6DQGRU/3HUMHVL
IDEULF
VFXOSWXUHV
6$6
Marta 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
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
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
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
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
Marta Gasparin,
Translation process and features associated and disassociated!
Spokesperson: Jacob Holm2009
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
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
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
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
Marta Gasparin,
Next workshop:!
Designing business models-!Claus Varnes, John Christiansen,
Stoyan Tanev, Adela Michea!13th November!
!