Design Management Case Studies
Book by David Hands, Jack Ingram, Robert Jerrard; Routledge, 2002

Preface
The case studies presented in this book are the product of postgraduate studies in Design Management at the University of Central England. The five design management policy audits which comprise Part II of the book have been selected from some ninety detailed studies conducted by postgraduate student researchers enrolled on the Master of Arts course in Design Management between 1994 and the present. The study of Electrolux has been developed by the authors through interviews with senior Electrolux personnel, with reference to secondary sources which include the results of postgraduate student research.

The large body of data that has been accumulated over this period provides insights into the practices and attitudes that shape design management policy in a wide range of companies, both large and small, in manufacturing and service sectors. Researchers typically spend a minimum of ten weeks tracking the day-to-day activities of the company, before presenting the findings in the form of a report that includes recommendations for feedback to the company. The adoption of novel, taught research methodologies facilitates the accumulation of data from many studies: this approach of shared research methodologies over such a large number of researchers has been possible within the structure of a taught Master's degree programme. Development of a sustained programme of policy audits within a Master's course led to the invitation by Routledge to publish selected examples as a contribution to the diffusion of the findings of research into contemporary design management practice. The selection of company cases is intended to provide a range of examples in manufacturing and service organizations: a constant theme is the nature of communication, both within design teams and between such teams and other individuals and groups in the organization.

The opening case study, which has been written expressly for this book describes New Product Development processes in Electrolux, and identifies issues that are critical in large, mature manufacturing organizations operating internationally. The development of a maturity in design management, and the learning process within organizations contributing to that maturity, is explored in the introduction, setting the scene for the Electrolux study - an excellent example of a company whose design management maturity has kept pace with its commercial success.

Introduction How to use the book
It is intended that the book may be used either as a text from which appropriate sections are chosen by the tutor for detailed analysis, or for independent learning. The Summary, Review Questions and Project Questions provided with each audit are intended to aid comparison of management practices. Direct comparison of policies in large companies with the equivalent in small enterprises is not always appropriate, although valuable benchmarks may be found. There is a variety of common strategies used within the case studies which elicit very different types of information.

Whether studying individually or in groups, students are invited to seek similarities and differences in the policy issues and their management across the companies, and debate the company characteristics that generate them. The study examples at the end of each audit are intended to be indicative of how the case studies may be used. For example, within a seminar, common formats for analysis may be chosen in the study of either problem detection or solution recommendation. Students should be encouraged to find their own alternative solutions and their own examples of similar issues within other companies.

All the studies from postgraduate student researchers follow a similar format, showing the purpose, methodology and outcomes of the audit. The audits, although very different, are derived from very similar initial intentions: they all deal with issues elicited from an 'insider' focus and are published in the manner in which the individual authors reported. They share a common methodology and approach but are appropriately respectful of the individual nature of design policies in each of the selected companies. Summaries and suggested topics for discussion have been added in this compilation, identifying issues that encourage comparisons between the reported case studies.

It is recommended that a combination of private study and seminars be used when exploring each chapter. Additionally, these audits may be used as examples for students' own policy audits, the results of which may then be compared with those within the book. Readers are encouraged to take a critical view of both the research methods employed and company practices and strategies they identify.