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Article: PRODUCT DESIGN: Designing the bottom line.
- Article from:
- Brand Strategy
- Article date:
- November 5, 2007
CopyrightCOPYRIGHT 2007 Centaur Communications Limited. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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IBM's Thomas Watson Jr once said: "Good design is good business". David Stonehouse asks how you quantify the return on investment in product design
The importance of product design for generating brand equity is well known; it clearly adds to shareholder value but calculating its contribution to the bottom line remains difficult. Most companies understand that some level of product design is necessary to be competitive and in many cases they struggle to assess their return on investment.
In today's global economy, the commoditisation of goods means that products are increasingly similar in technology, quality, cost and service - the only difference ...