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Centralized/Decentralized Design Management (Vol.3 No.2)

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Centralized/Decentralized Design Management


As a strategy for becoming more responsive and competitive, the pressure is on to decentralize. Executives are flattening hierarchies, sharing decision making, and using semi-autonomous teams to compress the product-development cycle. This volume evaluates the impact of these trends on design management. What are innovative organizational options, and what fundamentals should never change? Answers are presented in theory and in the analyses of experiences at Sony, Digital Equipment Corporation, Corning, and other companies. Completing the discussion, contributors consider the implications for marketing and take a brief look at technology.




Alternatives in Managing an Organization’s Design Resources
Thomas Walton

Learning to Thrive on Change: Decentralized Management, Concurrent  Engineering Design Teams, Total Quality Management, and Beyond 
H. Barry Bebb

An Interview with James R. Houghton, CEO of Corning Incorporated
Earl N. Powell

Industrial Design:  The Leading Edge of Product Development for World Markets
Susan Walsh Sanderson and Vic Uzumeri

Key Aspects of Comprehensive Design Programs
Robert L. Ivers

Decentralized Design Management in Perspective: Where the Trends are Leading Us
Terence Westmacott

Network Management: Social Structure for High-Speed Industrial Performance
William R. Daniels

Simplicity and Consistency: Coordination of a Global Advertising Campaign
Margaret Bruce and Peter L. Phillips

Micro-Design for Micro-Needs: Decentralized Service Design in the Telecommunications Industry
Joseph M. Kayal


Gaining Your Unfair Share of Attention: Decentralizing the Concept of Brand
Larry Keeley

CAID: A Tool for the Flexible Organization
Kitty Cardaci


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