PRODUCT DESIGN STRATEGIES IN TECHNOLOGICAL CHANGE

1) TECHNOLOGICAL CHANGE AS A TRIGGER FOR RETHINKING PRODUCT DESIGN
1.1 Technological change: perspective and antecedents
1.2 Technological change in design-intensive industries
1.3 The effects of technological change on the product languages
1.4 The dynamics of product language evolution during technological change
1.5 Case study: technological change and product languages in the lighting industry
2) STRATEGIC PRODUCT DESIGN TRADEOFFS IN TECHNOLOGICAL CHANGE
2.1 The three product design dilemmas
2.2 "Robust design" versus "technology epiphany"
2.3 Product design competition versus product design coopetition
2.4 Homogeneous versus heterogeneous product portfolios
2.5 The interplay among product design strategy dilemmas
2.6 Case study: product design strategies in the lighting industry
3) NURTURING DESIGN MANAGEMENT CAPABILITIES IN TECHNOLOGICAL CHANGE
3.1 The relevance of designer portfolio policy in design management
3.2 Sensing the new technology through designers
3.3 Sizing the right distance from the design discourse
3.4 Reconfiguring brand identity through designers
3.5 Structuring the designer portfolio according to the product design dilemmas
3.6 Case study: orchestrating designers in the lighting industry

What happens to product design when technology changes? Does discontinuous technological change affect product design more than continuous technological change? What are the main product design strategies that emerge during technological turmoil? How can enterprises nurture design capabilities aimed at sustaining their strategies? This book offers possible answers to such questions. .
In a world where product design is gradually becoming a trans-sectorial lens through which to understand competitive processes among companies, the authors propose a conceptual and practical framework for managing the complex, interplaying dynamic between technological innovation and product design.