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Product Design Choices

In: Masterpieces of Swiss Entrepreneurship

Author

Listed:
  • Jean-Pierre Jeannet

    (International Institute for Management)

  • Thierry Volery

    (ZHAW School of Management and Law)

  • Heiko Bergmann

    (University of St. Gallen)

  • Cornelia Amstutz

    (University of Lucerne)

Abstract

How SMEs dealt with the trade-offs between functionality, design, and ergonomics to compensate for a high-cost production basis and offering customers a competitive in-use price is key to their overall competitiveness. Design for durability is an important practice as it decreases in-use costs over time and offsets higher acquisition costs. For marketing success, design flair can be used to enhance the product appearance and looks. A very important element is the ergonomics and ease of use of a product as this can both reduce in-use costs and make the higher price tag the most efficient solution after all. The chapter ends with a discussion of the more recent concept of design thinking and how some of the Swiss SMEs have applied this idea well before the term became fashionable.

Suggested Citation

  • Jean-Pierre Jeannet & Thierry Volery & Heiko Bergmann & Cornelia Amstutz, 2021. "Product Design Choices," Springer Books, in: Masterpieces of Swiss Entrepreneurship, edition 1, chapter 16, pages 171-175, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-65287-6_16
    DOI: 10.1007/978-3-030-65287-6_16
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