The Role of Design in New Product Concept Development

这项研究确定了使组织能够使用设计(即，使用可视化的想法开发，或“构建为思考”)作为其概念(或想法)开发的组织能力的条件。以往的研究表明，将设计作为概念的创造性可视化等对新产品开发绩效是有效的，但何时是有效的还不够清楚。根据这项研究的发现，管理者可以为组织有效地利用设计进行新产品概念开发创造条件。

This study has identified conditions that enable an organization to use design (i.e., idea development using visualization, or 'build to think') as an organizational capability for their concept (or idea) development. In the previous studies, it was shown that use of design as creative visualization of a concept etc is effective for NPD (new product development) performance, yet it was not clear enough when it is. Based on the findings from the study, managers can prepare conditions for an organization to use design effectively for their new product concept development.