The growing dynamic global market, the structural change of distribution and the increasingly fast changing consumer behaviour are challenges that suppliers of products have to face. Another point is that products and their services, from the market point of view, become increasingly identical and therefore replaceable for many sectors.

In the hope to advance in the short-term, frequently the sole message is that of a cheap price, which is still recognized by the market. On the other hand the appearance of the brand and in particular the product/ product design exerts an immense influence on the buying motivation.

Whether shoes, cars or televisions, nearly all consumer goods and industrial goods are designed. The question for the future is not therefore: "Design: yes or no?", but rather "Design: right or wrong? “

More and more companies recognize this, and companies that before thought of design as a luxury or indispensable styling, now acknowledge that design has an increasingly important significance in the marketing mix. This development is proved by the fact that the turnovers of the European product design service providers have risen exponentially over the last 10 years compared with other growth markets.

The knowledge of new technologies and materials, but especially the knowledge of future consumer expectations, becomes more important for designers, architects and engineers. For the development of future products this knowledge has to become a key discipline, so that functional and emotional requirements of the market can be best fulfilled and products are made more successful.
Here lies the challenge, which asks for new and creative strategies.

Text extracts from the lecture "Design and management".