Teaching an old dog new tricks: how RCA is using design as a strategic tool in its fight back

Article Abstract:

RCA Corp intends to regain its reputation as one of the leading manufacturers of consumer electronic products. The company's demise started in the early 1970s when Japanese and European competitors penetrated and garnered a significant share of their market. RCA's finances crumbled in 1986 as it failed to respond to the new developments of its competitors and was eventually acquired by General Electric Co. However, former RCA officials led by Joseph Clayton are resolute in their belief that RCA could reestablish its once-strong market share by improving existing designs and creating better ones.

Management, Product development, Consumer electronics industry, Market share, RCA Corp.

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Lessons abroad

Article Abstract:

Germany's integrated design policy permeates several aspects of business, commerce and government. German designers realize the social and cultural importance of their work, and consider product design important in improving the quality of goods to cater to consumer demand. They understand the importance of design and the role it plays in creating a national culture. German companies and designers have made German legislation on environmental and ecological protection the most effective in the world.

Germany, Design

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Business

Article Abstract:

The relation of design with corporate philosophy is analyzed. A party that over-exagerrates the importance of designers to a firm's success and a party that merely follows a company's whims are both criticized as not viewing the big picture. They are urged to see the implications of corporate movements and actions for the aesthetics of design, because they challenge notions of just what consitutes good design in the future.

Social aspects, Evaluation, Column, Corporate image, Design services

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