Abstract

A central task for the design management function is to coordinate the design efforts with other business functions, and often the success of new products depends on how well this is done. This design coordination is, in particular, relevant to the production and marketing functions. However, the literature that focuses on the role of the design function in relation to production, marketing, and consumption processes typically deals with this as separate issues, while the links between these areas involve a certain lack of clarity. To address this issue, this article develops a framework that connects product design to processes related to the production and consumption of products and their communication. The framework provides a means for understanding the reasons for consumer product failures caused by a lack of design coordination. This is demonstrated through sixteen empirical examples of product failures, taken from two ends of the consumer-product spectrum, namely fashion and consumer electronics. In this manner, the framework may serve as a checklist for design managers in design projects. For future research, the framework provides a link between different research areas to facilitate a clearer understanding of the role of design management.