Product Design Choices

Jean-Pierre Jeannet, Thierry Volery, Heiko Bergmann and Cornelia Amstutz
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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

Chapter 16 in Masterpieces of Swiss Entrepreneurship, 2021, pp 171-175 from Springer

Abstract: 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.

Date: 2021
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DOI: 10.1007/978-3-030-65287-6_16

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