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H OW W E L EARN F ROM O UR I NDUSTRY P ARTNERS A ND H OW O UR I NDUSTRY P ARTNERS L EARN F ROM U S. 1 st CASD Annual Workshop Amsterdam, March 8 th Giulia Calabretta. Competitive Advantage through Strategic Design. Competitive Advantage through Strategic Design.

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h ow w e l earn f rom o ur i ndustry p artners a nd h ow o ur i ndustry p artners l earn f rom u s

HOW WE LEARN FROM OUR INDUSTRY PARTNERS AND HOW OUR INDUSTRY PARTNERS LEARN FROM US

1st CASD Annual Workshop

Amsterdam, March 8th

Giulia Calabretta

competitive advantage through strategic design1
Competitive Advantage through Strategic Design

Designing coherent PSS

Designing meaningful PSS

Competitive Advantage

Managing PSS

Effectively

slide4
Designing coherent PSS

Competitive Advantage

Activity: Boundary spanning design: PSS design from a business perspective

Main researcher: Bram Kuijken (UvA)

Supervising team: Prof. N.M. Wijnberg (UvA); Dr. G. Gemser (TUD)

Activity: Designing coherent PSS to improve customer experiences

Mainresearcher: Ana Valencia Cardona (TUD)

Supervising team: Prof. J.P.L. Schoormans (TUD), Dr. R. Mugge (TUD), Dr. R. Schifferstein (TUD)

slide5
Designing Meaningful PSS

Competitive Advantage

Activity: How can narratives of Dutch national identity be used in the design and development of Product Service Systems?

Main researcher: Damon Taylor (TU Delft)

Supervising team: Prof. T.R.A. De Rijk (TUD)

Activity:  Reversing negative customer emotions in appealing PSS

Mainresearcher: Steven Fokkinga (TU Delft); Prof. P.P.M. Hekkert (TUD)

Supervising team: Dr. P.Desmet (TU Delft)

slide6
Managing PSS

Effectively

Competitive Advantage

Activity: Managing exploration and exploitation for PSS development

Main researcher: Kasia Tabeau (TUD)

Supervising team: Prof. H.J. Hultink (TUD); Prof. N.M. Wijnberg (UvA); Dr. G. Gemser (TUD)

Activity: Enhancing the strategic role of design professionals in their clients’ decision making

Main researcher: Giulia Calabretta (TUD)

Supervising team: Prof. N.M. Wijnberg (UvA); Prof. P.P.M. Hekkert (TUD); Dr. G. Gemser (TUD)

positioning and organizing in 2015
Positioning and organizing in 2015

Optimizing the interaction within a project

Understanding and shaping markets

Valuing emotions in user experience

Addressing the cultural challenges

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