Techno-marketing and innovative design: organising value exploration and competencies renewal
This document aims at describing the intentions for the research project entitled “Techno-marketing and innovative design: organising value exploration and competencies renewal”. We describe here the context of the project, its objectives and how we will organise the research. This document is attached to the request package for the PhD CIFRE program made in collaboration with Zodiac Aerospace and l’Ecole Nationale Supérieure des Mines de Paris (Centre for Scientific Management / Centre de Gestion Scientifique).
The project intends to study in depth the duality techno-marketing, the new shapes it takes when it comes to ally user-driven innovation and techno-push innovation, and the organisational and economic challenges these shapes imply for design/engineering in engineering offices. Based on recent breakthroughs in the field of design theories, which allow modelling the interactions between rule creation and rules’ structures, our scope of work will let us analyse the possible organisational forms, identify specific management needs et develop management tools suited for this user-drive/techno-push (in terms of performance, evaluation, process structuring etc.).
This study will then permit reinforcing the economic and management dimensions of the C-K design theory, studying the double logics of market-pull and techno-push where they can be very contradictory in some cases and complementary at other times, investigating different ways of evaluating the economic performance of design capabilities and studying the emergence of organisation forms which at the frontier between systematic design and innovative design try to “rule” the design activity.