Two essays examining design briefs as knowledge-based assets: Content and cross-functional collaboration

Show simple item record Parkman, Ian 2010-12-03T23:29:09Z 2010-12-03T23:29:09Z 2010-06
dc.description ix, 99 p. A print copy of this thesis is available through the UO Libraries. Search the library catalog for the location and call number. en_US
dc.description.abstract Design briefs outline the business objectives, corresponding design strategies and target markets for a product development project. Research has demonstrated that a variety of attributes influence consumer impressions of a product, less attention has been given to the within-firm mechanisms that determine the optimal mix of attributes which to embed in an offering. The first essay of this dissertation examines the role of design briefs as knowledge-based assets that function as artifacts of this process within new product development (NPD). In a second essay, this dissertation examines design briefs as knowledge-based artifacts of cross-functional collaboration during NPD. NPD is often characterized as the process by which firms transform knowledge embedded in cross-functional teams into new products. However functional areas often differ in their evaluations of information and knowledge needed to successfully complete an NPD project. Based on an expert rating and survey questionnaire procedure, results provide a framework of eight factors of cross-functional knowledge present in design briefs and empirically describes differences in evaluation within each factor across functional area. en_US
dc.description.sponsorship Committee in charge: Dennis Howard, Chairperson, Marketing; Lynn Kahle, Member, Marketing; Joan Giese, Member, Marketing; Keven Malkewitz, Member, Not from U of O; Gary Klug, Outside Member, Human Physiology en_US
dc.language.iso en_US en_US
dc.publisher University of Oregon en_US
dc.relation.ispartofseries University of Oregon theses, Dept. of Marketing, Ph. D., 2010;
dc.subject Design briefs en_US
dc.subject Knowledge-based assets en_US
dc.subject Cross-functional collaboration en_US
dc.subject Marketing en_US
dc.title Two essays examining design briefs as knowledge-based assets: Content and cross-functional collaboration en_US
dc.type Thesis en_US

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