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1 st CASD Annual Workshop Amsterdam, March 8 th Giulia Calabretta

H OW W E L EARN F ROM O UR I NDUSTRY P ARTNERS A ND H OW O UR I NDUSTRY P ARTNERS L EARN F ROM U S. 1 st CASD Annual Workshop Amsterdam, March 8 th Giulia Calabretta. Competitive Advantage through Strategic Design. Competitive Advantage through Strategic Design.

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1 st CASD Annual Workshop Amsterdam, March 8 th Giulia Calabretta

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  1. HOW WE LEARN FROM OUR INDUSTRY PARTNERS AND HOW OUR INDUSTRY PARTNERS LEARN FROM US 1st CASD Annual Workshop Amsterdam, March 8th Giulia Calabretta

  2. Competitive Advantage through Strategic Design

  3. Competitive Advantage through Strategic Design Designing coherent PSS Designing meaningful PSS Competitive Advantage Managing PSS Effectively

  4. Designing coherent PSS Competitive Advantage Activity: Boundary spanning design: PSS design from a business perspective Main researcher: Bram Kuijken (UvA) Supervising team: Prof. N.M. Wijnberg (UvA); Dr. G. Gemser (TUD) Activity: Designing coherent PSS to improve customer experiences Mainresearcher: Ana Valencia Cardona (TUD) Supervising team: Prof. J.P.L. Schoormans (TUD), Dr. R. Mugge (TUD), Dr. R. Schifferstein (TUD)

  5. Designing Meaningful PSS Competitive Advantage Activity: How can narratives of Dutch national identity be used in the design and development of Product Service Systems? Main researcher: Damon Taylor (TU Delft) Supervising team: Prof. T.R.A. De Rijk (TUD) Activity:  Reversing negative customer emotions in appealing PSS Mainresearcher: Steven Fokkinga (TU Delft); Prof. P.P.M. Hekkert (TUD) Supervising team: Dr. P.Desmet (TU Delft)

  6. Managing PSS Effectively Competitive Advantage Activity: Managing exploration and exploitation for PSS development Main researcher: Kasia Tabeau (TUD) Supervising team: Prof. H.J. Hultink (TUD); Prof. N.M. Wijnberg (UvA); Dr. G. Gemser (TUD) Activity: Enhancing the strategic role of design professionals in their clients’ decision making Main researcher: Giulia Calabretta (TUD) Supervising team: Prof. N.M. Wijnberg (UvA); Prof. P.P.M. Hekkert (TUD); Dr. G. Gemser (TUD)

  7. The Format: Design 2015

  8. Positioning and organizing in 2015 Optimizing the interaction within a project Understanding and shaping markets Valuing emotions in user experience Addressing the cultural challenges

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