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Ambidexterity of design management in different approaches to digital design: review of organizational attitudes in the East and the West in new product development process

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Ambidexterity of design management in different approaches to digital design : review of organizational attitudes in the East and the West in new product development process. / Hwangbo, Hyunwook; Cooper, Rachel; Tsekleves, Emmanuel.

2015. Paper presented at R&D Management Conference 2015, Pisa, Italy.

Research output: Contribution to conference - Without ISBN/ISSN Conference paper

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@conference{c318e72e843541b88248f69a6697b760,
title = "Ambidexterity of design management in different approaches to digital design: review of organizational attitudes in the East and the West in new product development process",
abstract = "Currently, there is growing interest in shaping a digital ecosystem that embraces holistic design approaches. In the digital realm, organizational approaches to managing design are required to shift to ‘designing’ towards holistic digital design, rather than ‘design’ for a completed output. Within this context, this paper reviews how organizational cultures can impact the development of holistic product design in competitive digital landscapes. This is done by investigating different organizational cultures as reflected in large Eastern and Western organizations’ approaches to managing design in the new product development (NPD) process. Despite significances of ‘designing’ this study discovered ambidexterity aspects of digital design in NPD projects, from international organizational perspectives. The findings offer key understandings that can explain the dilemmatic relations by examining key differences of design priorities in new digital product development in the East and the West: namely the East focusing on ‘design output’; whereas the West expecting ‘design outcomes’. Based on this we propose two major scenarios that represent the different approaches to managing design by organizational cultures.",
keywords = "Design Management, New product development, Organizational culture, Cross cultural studies, Design",
author = "Hyunwook Hwangbo and Rachel Cooper and Emmanuel Tsekleves",
year = "2015",
month = "6",
day = "25",
language = "English",
note = "R&D Management Conference 2015 ; Conference date: 23-06-2015 Through 26-06-2015",

}

RIS

TY - CONF

T1 - Ambidexterity of design management in different approaches to digital design

T2 - review of organizational attitudes in the East and the West in new product development process

AU - Hwangbo, Hyunwook

AU - Cooper, Rachel

AU - Tsekleves, Emmanuel

PY - 2015/6/25

Y1 - 2015/6/25

N2 - Currently, there is growing interest in shaping a digital ecosystem that embraces holistic design approaches. In the digital realm, organizational approaches to managing design are required to shift to ‘designing’ towards holistic digital design, rather than ‘design’ for a completed output. Within this context, this paper reviews how organizational cultures can impact the development of holistic product design in competitive digital landscapes. This is done by investigating different organizational cultures as reflected in large Eastern and Western organizations’ approaches to managing design in the new product development (NPD) process. Despite significances of ‘designing’ this study discovered ambidexterity aspects of digital design in NPD projects, from international organizational perspectives. The findings offer key understandings that can explain the dilemmatic relations by examining key differences of design priorities in new digital product development in the East and the West: namely the East focusing on ‘design output’; whereas the West expecting ‘design outcomes’. Based on this we propose two major scenarios that represent the different approaches to managing design by organizational cultures.

AB - Currently, there is growing interest in shaping a digital ecosystem that embraces holistic design approaches. In the digital realm, organizational approaches to managing design are required to shift to ‘designing’ towards holistic digital design, rather than ‘design’ for a completed output. Within this context, this paper reviews how organizational cultures can impact the development of holistic product design in competitive digital landscapes. This is done by investigating different organizational cultures as reflected in large Eastern and Western organizations’ approaches to managing design in the new product development (NPD) process. Despite significances of ‘designing’ this study discovered ambidexterity aspects of digital design in NPD projects, from international organizational perspectives. The findings offer key understandings that can explain the dilemmatic relations by examining key differences of design priorities in new digital product development in the East and the West: namely the East focusing on ‘design output’; whereas the West expecting ‘design outcomes’. Based on this we propose two major scenarios that represent the different approaches to managing design by organizational cultures.

KW - Design Management

KW - New product development

KW - Organizational culture

KW - Cross cultural studies

KW - Design

M3 - Conference paper

ER -