Copyright (c) 2009 Sheffield Hallam University All rights reserved. http://digitalcommons.shu.ac.uk/drs2008/session3/track_b Recent Events in Disciplines and Disciplinarity en-us Wed, 09 Sep 2009 08:27:51 PDT 3600 http://digitalcommons.shu.ac.uk/drs2008/session3/track_b/2 http://digitalcommons.shu.ac.uk/drs2008/session3/track_b/2 Wed, 16 Jul 2008 16:00:00 PDT Michael Porter's frameworks for analysing and planning competitive differentiation (Porter 1980, 1985) are established 'textbook' tools, widely taught to business students today. As the claim of design's strategic importance is increasingly heard, we ask where does design fit in established strategy thinking? This paper documents a proposed conceptual model based on Porter's value chain model for strategic planning. The concept outlined is the result of the first stage of a larger study of design's potential role at strategic level and the difficulties faced by organisations in exploiting design strategically. This exploratory phase comprised a review of literature on design management and models of strategy, followed by nineteen interviews with senior design professionals. These then informed a novel revision of the value chain diagram reflecting the strategic role of design, and the identification of three key phenomena concerning design integration (silent design, partial design and disparate design). These phenomena are also represented in modified versions of the value chain. This overall project follows a research approach based on the design research method and on procedural action research, and aims to develop a tool or method to help organisations increase design integration. This project is ongoing, and the results will be published separately. Keywords: Strategic; value chain; silent; partial; disparate; integrated John Stevens http://digitalcommons.shu.ac.uk/drs2008/session3/track_b/1 http://digitalcommons.shu.ac.uk/drs2008/session3/track_b/1 Wed, 16 Jul 2008 16:30:00 PDT This research, conducted for Frito Lay-North America, Inc, demonstrates how new product designs, package designs, concepts, and prototypes can be created based on the social, emotional, cognitive, and sensory information gathered through a combined methodology based on activity theory, Kansei Engineering and the ZMET process. The study examines how activity theory can be used to observe situational settings mediated by products for the purpose of collecting significant social and behavioral data. It also examines how Kansei methods can be used to evaluate sensory experiences and how the ZMET process can be used to gather demographic and marketing data. The outcome of this research concludes that activity theory, Kansei engineering, and ZMET are each useful, however, none of these methods used in isolation are sufficient to inform all aspects of marketing, new product development, and package design decisions. However, as a combined design and evaluation methodology they can provide more useful data for these processes. Keywords: Experience Design, Kansei Assessment, Food, Activity Theory Debra Satterfield