00000cab a22000003a 4500 UP-99796217611948900 Buklod 20231008001754.0 a ||| u ta 160216s xx d | ||r ||||| || TMC eng Roy, Robin Design and innovation in successful product competition Robin Roy and Johann c.k.h. Riedel. pp. 537-548 By re-analysing data from a previous study of the impact of design on commercial products, the authors extract concepts which are used to examine thirty-two successful products and twelve loss-making products, providing interesting conclusions. This paper presents results from a project entitled 'MArket Demands that Reward Investment in Design' (MADRID). Among other aims, MADRID seeks to identify the contribution of design and innovation to product competitiveness in different markets. The paper provides a conceptual analysis of the role of design and innovation in product competition. The concepts are employed to conduct an analysis of a sample of new and redesigned products using data from a previous study on the 'Commercial Impacts of Design' (CID). CID was a study of over 220 design and product development projects in British SMEs which had received government financial support for design. The key conclusions from this re-analysis of the CID data are : In commercially successful product development projects more attention had been paid than in the loss-making projects to genuine project improvements rather than just styling or cost reduction. Commercially successful product development projects involved a multidimensional approach to design with a focus on product performance, features and build quality and, where relevant, technical and design innovation. Loss-making projects tended to involve a narrow, often styling-oriented, approach to design with more attention paid to cost reduction than to performance, quality and innovation. Riedel, Johann C.k.h. Technovation 17, 10 (1997). FO Serial Article