Conference Proceedings

Conference Proceedings 1st Cambridge Academic Design Management Conference 7 - 8 September 2011 1 NEw ThiNKING IN DESIGN MANAGEMENT Conference Proceedings Contents Committees 4 Programme Overview 5 Keynote Speakers 6 Index of Papers 7 Index of Authors 12 3 Committees Conference Committee Dr James Moultrie (Chairman) – University of Cambridge Bernhard Dusch – University of Cambridge Jonathan Johnson – University of Cambridge Krista Keränen – University of Cambridge Karen Miller – University of Cambridge Advisory Committee Professor Kathryn Best – INHolland University Professor Margaret Bruce – University of Manchester Professor Jan Buijs – Delft University of Technology Professor Rachel Cooper – University of Lancaster Professor Petra de Weerd – Nederhof - University of Twente Professor Gerda Gemser – Delft University of Technology Professor Tom Inns – University of St Andrews Dr Sabine Junginger – Lancaster University Dr Anthony Kent – University of the Arts London Lucy Kimbell – University of Oxford Professor Anja Maier – Technical University of Denmark Dr James Moultrie – University of Cambridge Professor Alison Rieple – University of Westminster Professor Bruce Tether – Imperial College London Professor Roberto Verganti – Politecnico di Milano Dr Jennifer Whyte – University of Reading Conference Hosts Design Management Group Institute for Manufacturing University of Cambridge 17 Charles Babbage Road Cambridge CB3 0FS, UK Conference Organisers IfM Education and Consultancy Services Ltd 17 Charles Babbage Road, Cambridge Cambridge CB3 0FS, UK 4 Programme Overview Wednesday 7 September 2011 09.00 Registration and refreshments 10.00 Conference opening and welcome 10.15 Keynote presentation Jeanne Liedtka Professor of Business Administration, Darden School of Business 11.00 Refreshment break 11.15 Session 1 12.45 Lunch 13.30 Parallel Sessions 2 15.00 Refreshment break 15.15 Parallel Sessions 3 16.50 Keynote presentation Ralf Beuker Dean, Faculty of Design, Muenster University of Applied Sciences 17.30 Sessions close 19.00 for 19.30 Conference dinner at Corpus Christi Thursday 8 September 2011 08.15 Refreshments available 08.30 Keynote presentation Dirk Snelders Associate Professor, Department of Industrial Design, Eindhoven University of Technology 09.15 Refreshment break 09.30 Parallel Sessions 4 11.00 Refreshment break 11.15 Parallel Sessions 5 12.45 Lunch 13.30 Parallel Sessions 6 15.00 Refreshment break 15.15 Sessions 7 16.15 Conference conclusions and close 5 Keynote Speakers Jeanne Liedtka Professor of Business Administration, Darden School of Business Jeanne Liedtka is a Professor of Management at the Darden Graduate School of Business at the University of Virginia. Formerly the Executive Director of the School’s Batten Institute, a foundation established to develop thought leadership in the fields of entrepreneurship and corporate innovation, Jeanne has also served as Chief Learning Officer for the United Technologies Corporation (UTC), headquartered in Hart- ford, Connecticut, and as the Associate Dean of the MBA Program at Darden. Jeanne’s current teaching responsibilities focus on design thinking, innovation, and organic growth in the MBA and Executive Education Programs at Darden. Jeanne’s current research interests focus on exploring how design thinking can be used to enrich our abi- lity to create inclusive strategic conversations about organizational futures. Her book, The Catalyst: How You Can Lead Extraordinary Growth, co-authored with R. Rosen and R. Wiltbank, was based on a three year study of operating managers who excelled at producing revenue growth in mature organizations. Published in March 2009, The Catalyst was named one of Business Week’s best innovation and design books of 2009. Her most recent book, Designing for Growth: A design toolkit for managers was published in June, 2011. Jeanne joined Darden in 1989, having received her DBA in Management Policy from Boston University and her MBA from the Harvard Business School. She has been involved in the corporate strategy field since beginning her career as a strategy consultant for the Boston Consulting Group. Ralf Beuker Dean, Faculty of Design, Muenster University of Applied Sciences Ralf Beuker holds a diploma in Business Administration from the University of Paderborn, Germany; beside his business projects he is a Professor for Design Management and Dean of the Design School at the University of Applied Sciences in Münster, Germany. Ralf's professional background is based on the areas of strategy consultancy, design management research and understanding the broader impact of design in business & society. His most recent book/article contributions comprise "This Is Service Design Thinking" (M. Stickdorn/J. Schneider, bis publishers, 2010), "Brand Driven Innovation" (E. Roscam Abbing, ava academia, 2010) and "Two Faces of Social Media: Brand Communication and Brand Research" (R. Beuker/E. Roscam Abbing, DMI Review, 2010). Ralf has taught Strategy, Brand and Innovation Management at all leading design management programs in Europe. These days Ralf is a guest lecturer at TU Delft, NL (http://bit.ly/TU-Delft), EURIB Institute, Rotterdam (http://eurib.org), HGK Lucerne, Switzerland (http://designmanagement.hslu.ch) and the Open University, United Kingdom (http://bit.ly/OU-Strategy). Since 1998 he runs http://design-management. de, the first blog worldwide dedicated to the field. Other than that he can be found as @iterations on twit- ter.com as well as on Linkedin (http://linkd.in/ralfbeuker) for business contacts. Dirk Snelders Associate Professor, Department of Industrial Design, Eindhoven University of Technology Dirk Snelders is associate professor at the Department of Industrial Design at Eindhoven University of Technology in the Netherlands, and visiting professor at the International Design Business Management (IDBM) program at Aalto university in Finland. His background is in psychology and marketing, and in teaching business related topics to design students. His current research interests focus on the importance of design for management, especially in processes of competition and innovation. Dirk Snelders has published earlier on consumer judgements of design, the role of novelty and surprise in products, the management of design, and service design. His articles have appeared in Design Issues, Design Studies, and the Journal of Product Innovation Management, among others. 6 Index of Papers Design management absorption model – A framework to describe the absorption process of design knowledge by SMEs with little or no prior design experience Claudia Acklin Lucerne University of Applied Sciences and Arts, Lucerne, Switzerland ► Applied design management in healthcare and medical industries Aqeel Ahmed Winchester School of Art, University of Southampton, Winchester, UK ► Creating value for multiple stakeholders with intelligent (lighting) solutions Alex Alblas, Elke den Ouden Eindhoven University of Technology, Eindhoven, The Netherlands ► Design capabilities in dynamic environments Ahmad Beltagui, Johann Riedel, Kulwant Pawar Nottingham University Business School, Nottingham, UK ► The challenge of conducting interdisciplinary research internationally Kathryn Best, Willy Geurts, Jaap van der Grinten, Helma Weijnand-Schut, Cees van Wijk Inholland University of Applied Sciences, Rotterdam, The Netherlands ► Use of verbatim customer data in a firm's new product development process Bernie Bridle, Stephen Evans Cranfield University, Cranfield, UK ► Understanding design-driven innovation: the role of strategic design 'postures' Richard Brookes (1), Victoria Little (1), Harold Cassab (1), Susi Geiger (2) University of Auckland, Auckland, New Zealand (1), University College, Dublin, Ireland (2) ► Predicting new service success: comparing evaluations of managers, customers and designers Marina Candi (1), Gerda Gemser (2) Reykjavik University, Reykjavik, Iceland (1), Delft University of Technology, Delft, The Netherlands (2) ► Platform design: how the increasing importance of platforms impacts design management Keith Cotterill, Joao Fonseca da Silva University of Cambridge, Cambridge, UK ► An integrative framework as contribution to the understanding of decision-making in design Sonia da Silva Vieira (1,2), Petra Badke-Schaub (1), António Fernandes (2), Teresa Fonseca (2) Delft University of Technology, Delft, The Netherlands (1), University of Porto, Porto, Portugal (2) ► Design in Science: case studies Alex Driver, Carlos Peralta, James Moultrie University of Cambridge, Cambridge, UK ► 7 From Attitude to Action: The Development of the Cambridge Sustainable Design Tool Kit Bernhard Dusch, Nathan Crilly, James Moultrie University of Cambridge, Cambridge, UK ► The evolution of the design management field: a journal perspective Pia Geisby Erichsen (1), Poul Rind Christensen (2) University of Southern Denmark, Kolding, Denmark (1), Kolding School of Design, Kolding, Denmark (2) ► The role of future-proofing in achieving sustainable building design Maria-Christina Georgiadou, Theophilus Hacking, Peter Guthrie University of Cambridge, Cambridge, UK ► Scenarios for coupling design thinking with systematic engineering design in NPD Kilian Gericke (1), Anja Maier (2) University of Luxembourg, Luxembourg (1), Technical University of Denmark, Lyngby, Denmark (2) ► Success activities for design management – a study Sebastian Hesselmann, Andrew T Walters, Alan Lewis, Huw Millward University of Wales, Cardiff, UK ► Managing for multidimensional design innovation:

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