POLITECNICO DI MILANO HOW DESIGN CAN BOOST COMPETITIVE PERFORMANCES IN SMEs FACOLTÀ DI INGEGNERIA INDUSTRIALE E DELL’INFORMAZIONE Corso di Laurea Specialistica in Ingegneria Gestionale Relatore: Prof. Paolo Landoni Correlatore: Prof. Claudio Dell’Era Anno Accademico 2012/2013 Autori: Gregorio Ferraloro 776372 Mattia Peradotto 783354 How Design can boost competitive performances in SMEs Index Index Table ......................................................................................................................................... 4 Index Figure ....................................................................................................................................... 5 Introduzione ...................................................................................................................................... 6 Abstract ............................................................................................................................................. 9 Executive Summary ....................................................................................................................... 10 1. Introduction ................................................................................................................................ 25 1.1 Our specific role and objectives ............................................................................................. 26 2. Previous studies and literature: a Design overview ................................................................ 28 2.1 Design as a tool for competitive advantage............................................................................ 29 2.1.1 Evidence of the economic value of Design ................................................................... 34 2.1.2 Macro-economic analyses: Design and Ecosystem ..................................................... 35 2.1.3 Framework for a national Design System ................................................................... 37 2.2 Barriers to use Design in Europe ............................................................................................ 38 2.2.1 Barriers to the use Design in companies ..................................................................... 40 2.2.2 Barriers to growth Design-businesses .......................................................................... 41 2.2.3 Barriers in education, training and research .............................................................. 42 2.3 Investment in Design and Competitive Performance ............................................................. 44 2.3.1 Design Capabilities ........................................................................................................ 45 2.4 Design and Innovation ........................................................................................................... 51 2.4.1 Design and Innovation in Small to Medium Enterprises (SMEs) ............................. 55 2.5 Firms’ performances and Design Policies .............................................................................. 58 2.5.1 Policy evaluation ............................................................................................................ 60 2.6 Indicators Theory ................................................................................................................... 62 2.6.1. Indicators use ................................................................................................................ 63 2.6.2. Indicators categorization ............................................................................................. 63 2.6.3. Indicators classification ............................................................................................... 64 1 Politecnico di Milano How Design can boost competitive performances in SMEs 2.6.4. Indicators requirements .............................................................................................. 67 2.6.5. Dashboard indicators ................................................................................................... 68 2.6.6. Main Models ................................................................................................................. 69 2.6.7. Design Indicators .......................................................................................................... 72 2.6.8. Innovation Evaluation .................................................................................................. 73 2.6.8.1 How to Measure the Effectiveness of the Innovation Process ................................ 77 2.6.8.2 ROI-based assessment ................................................................................................ 78 2.6.8.3 The Innovation Master Plan Framework by Langdon Morris .............................. 78 2.6.8.4 Innovation indicators ................................................................................................. 80 3. Methodology and data ............................................................................................................... 83 3.1 What we investigated: two hypothesis ................................................................................... 85 3.2 Design Policy in the Italian context ....................................................................................... 88 3.2.1 The Policy: ‘Un designer per le imprese’ .................................................................... 90 3.2.2 Description of the Policy makers and intermediaries ................................................ 96 3.2.3 Description of the Policy process ................................................................................. 99 3.3 Design Policy in the Swedish context .................................................................................. 106 3.3.1 The Policy: ‘Design som Utvecklingskraft’ ............................................................... 108 3.3.2 Description of the Policy Makers and intermediaries .............................................. 111 3.3.3 Description of the Policy process ............................................................................... 112 3.4. Design Policies in the UK context ...................................................................................... 115 3.4.1 The Policy: ‘Designing Demand’................................................................................ 117 3.4.2 Description of the Policy Makers and intermediaries .............................................. 121 3.4.3 Description of the Policy process ............................................................................... 122 3.5 Design Policies in the Polish context ................................................................................... 126 3.5.1 The Policy: ‘Design Your Profit’ ............................................................................... 126 3.5.2 Description of the Policy Makers and intermediaries .............................................. 130 3.5.3 Description of the Policy process ............................................................................... 131 2 Politecnico di Milano How Design can boost competitive performances in SMEs 4. Empirical results - Design Impact on SMEs .......................................................................... 134 4.1 Cross-country evaluation results .......................................................................................... 135 4.2 Design Inputs and Innovation Outputs ................................................................................. 140 4.3 Design Inputs and Capabilities Growth ............................................................................... 145 4.4 The Model of Absorption ..................................................................................................... 152 4.4.1 Interpretation of the model’s variables ..................................................................... 158 4.4.2 Consideration ............................................................................................................... 162 5. DeEP evaluation tool ................................................................................................................ 168 5.1 Macro-indicators .................................................................................................................. 174 5.2 Micro Indicators Manual ...................................................................................................... 176 5.2.1 Prerequisites and instructions .................................................................................... 176 5.2.2 Description of the table of indicators ......................................................................... 177 5.2.3 Core Indicators Panel ................................................................................................. 182 5.2.4 Custom and Personalized Indicators ......................................................................... 187 6. Conclusions ............................................................................................................................... 189 7. Annex ......................................................................................................................................... 192 8. References and Bibliography .................................................................................................. 236 3 Politecnico di Milano How Design can boost competitive performances in SMEs Index