This thesis aims at analysing the use and management of design in a Brazilian furniture company in order to contribute to introducing a design-driven systemic approach. The furniture industry in Brazil can be considered as immature regarding design innovation. Brazil has several infrastructural problems that perpetuate the huge social inequality. However, the country has kept its economic position, ranking among the ten biggest economies in the world. This case study looks at a firm in the furniture industry. The furniture industry is still representing little contribution to the Brazilian economy, representing 0,8% of the Brazilian Gross Domestic Product (GDP) that corresponded to US$12bi in 2017. This industry is composed of 17.000 firms. 96% of these are small and medium-sized enterprises (SMEs). The typical posture of companies in the furniture industry is conservative. In this context, the challenge is to understand the enterprise’s behaviour, introducing design knowledge and tools to evaluate the design maturity. This analysis underpins the development of a design strategy, and a roadmap (plan of future actions) which enable the integration of design into the company’s day-to-day activities, turning the firm’s current market-driven approach into a design-driven approach. Hence, a culture that favours the development of an effective product system is fostered. The project uses design tools related to metadesign and to design management (assessment of the firm’s design maturity). One of the outcomes (short-term) is the development of a dinner table. The accomplishment of both enables to show the changes in design process and attitude.
Questa tesi mira ad analizzare l’uso e la gestione del design in un’azienda di arredamento brasiliana al fine di contribuire a introdurre un approccio sistemico e orientato dal design. L’industria del mobile in Brasile può essere considerata immatura rispetto all’innovazione del design. Il paese ha diversi problemi infrastrutturali che perpetuano l’enorme disuguaglianza sociale. Tuttavia, ha mantenuto la sua posizione economica, classificandosi tra le dieci maggiori economie del mondo. Questo caso studio esamina un’azienda del settore del mobile. L’industria del mobile rappresenta ancora un piccolo contributo all’economia brasiliana, rappresentando 0,8% del prodotto interno lordo (PIL) brasiliano che corrispondeva a US$12 miliardi nel 2017. Questo settore è composto da 17.000 imprese. Il 96% di queste sono piccole e medie imprese (PMI). La postura tipica delle aziende nel settore dell’arredamento è conservativa. In questo contesto, la sfida è comprendere il comportamento dell’azienda, introducendo conoscenze di design e strumenti per valutare la maturità del design. Questa analisi è alla base dello sviluppo di una strategia di design e di una roadmap (piano di azioni future) che consente l’integrazione del design nelle attività quotidiane dell’azienda portando il suo attuale approccio Market-Driven al Design-Driven. Quindi, contribuisce alla formazione di una cultura de design all’interno dell’azienda. Questo progetto utilizza strumenti di design relativi al metaprogetto e alla gestione del design (valutazione della maturità del design dell’azienda) che sono utilizati come strumenti per lo sviluppo di un nuovo concept di tavoli da pranzo. Il nuovo prodotto presentarà all’azienda una strategia di cambiamento di postura tornando il design il principale driver per l’innovazione e orientamento strategico. per l’azienda.
Design to market. Una strategia design-driven per un produttore di arredo brasiliano
SOUZA MANHAGO, MARCELO
2017/2018
Abstract
This thesis aims at analysing the use and management of design in a Brazilian furniture company in order to contribute to introducing a design-driven systemic approach. The furniture industry in Brazil can be considered as immature regarding design innovation. Brazil has several infrastructural problems that perpetuate the huge social inequality. However, the country has kept its economic position, ranking among the ten biggest economies in the world. This case study looks at a firm in the furniture industry. The furniture industry is still representing little contribution to the Brazilian economy, representing 0,8% of the Brazilian Gross Domestic Product (GDP) that corresponded to US$12bi in 2017. This industry is composed of 17.000 firms. 96% of these are small and medium-sized enterprises (SMEs). The typical posture of companies in the furniture industry is conservative. In this context, the challenge is to understand the enterprise’s behaviour, introducing design knowledge and tools to evaluate the design maturity. This analysis underpins the development of a design strategy, and a roadmap (plan of future actions) which enable the integration of design into the company’s day-to-day activities, turning the firm’s current market-driven approach into a design-driven approach. Hence, a culture that favours the development of an effective product system is fostered. The project uses design tools related to metadesign and to design management (assessment of the firm’s design maturity). One of the outcomes (short-term) is the development of a dinner table. The accomplishment of both enables to show the changes in design process and attitude.File | Dimensione | Formato | |
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2018_10_SOUZA_MANHAGO_MARCELO.pdf
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Descrizione: Tesi Laurea Magistrale - Design del prodotto. Design to Market
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https://hdl.handle.net/10589/143177