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Raquel J. Antunes
Departamento de Comunicao e Arte, ID+
Universidade de Aveiro
bidos, Portugal
raqueljfa@gmail.com
Joo A. Mota
Departamento de Comunicao e Arte, ID+
Universidade de Aveiro
Aveiro, Portugal
joaoamota@ua.pt
A.M.R.Senos
Departamento de Engenharia Cermica e do
Vidro, CICECO, Universidade de Aveiro
Aveiro, Portugal
anamor@ua.pt
ABSTRACT
Integrated in a phD. study regarding the
design management in the Portuguese decorative
and utilitarian, the authors have made a
structural analysis of the qualitative data from
questionnaires, obtained in twenty six medium
companies of this subsector. The content of these
questionnaires were processed and evaluated
according to the structural common places that
articulate among themselves (isotopes). The
interviewees were divided by groups (engineers,
managers and designers), to identify the different
types of approaches to the underlying problem.
The understanding of the difference between the
isotopic analysis and the keyword analysis
definitions allows for a scientific validation of the
answers, with special focus on the definition for
design management. To analyze and to compare
the methodologies of information analysis are
two of the objectives of this work, as well as
further study, through the analysis of design
management, of the impact of design in the
economic subsector.
INTRODUCTION
The qualitative data was obtained through
questionnaires to a sample of twenty six (six
large and twenty medium) Portuguese utilitarian
and
decorative
ceramics
industries.
The
METHODOLOGY
The meetings scheduled with the selected
companies had the objective of interviewing the
top managerial staff, and, if possible, the design
team. These meetings were conducted with
groups of actors with distinct academic
backgrounds
and
vocabulary
(engineers,
designers and management), thus revealing the
necessity of the differentiated analysis.
The definition of design management was
structured accordingly to the different groups of
actors. The definition texts were selected every
time they mentioned a common structural
place, and this was done also when structural
places were mentioned. In some cases it was
necessary to use condensed descriptions,
versions of multiple linguistic synonyms [2]
able to be fitted in the respective structural
common places. The isotopes are represented by
through levels that reflect a crescent order, based
on the number of times the structural common
place was mentioned.
In an initial phase, the definition work
data was analyzed in qualitative terms, through a
keyword methodology, based on an intuitive
interpretation, and the results of this analysis
were published [3]. This analysis was based on
the reading and interpretation of all definitions
and on the gathering of the main keywords,
enumerated by frequency afterwards. On this
study, the authors have not mentioned the
parameters referred exclusively by one company.
This methodology has allowed a broader
perspective of the definitions mentioned by the
interviewees. Also, on this study, and based on
the same empirical data, the authors intend,
besides the isotopic analysis, to understand the
deviation between the keyword and isotopic
analysis. The understanding of this deviation will
produce the margins of error for the conclusions
obtained.
RESULTS
Isotopic for Design Management
The authors interviewed three engineers
of
three
subsector
companies.
These
professionals defined Design Management as:
ISOTOPES FOR THE DEFINITION OF DESIGN MANAGEMENT
BY ENGINNERS
Future Projections
Not Relevant
Product Quality
Procedure
Optimization
Activity and
Function
Management
Product Meetings
Market knowledge
Trend
knowledge
Production
Knowledge
1
2
Product Development
Management
Connection Client
Company
3
4
5
6
Procedure
Optimization
Market Knowledge
Future Projections
Design integration
Product Meetings
Activity and
Function
Management
Trend Knowledge
Product
Quality
Designer
Controlled
Activities
Irrelevant
ISOTOPES
Activity and Function
Management
(5)
Product Development
Management
(16)
Product Staff Meetings
(5)
Production Knowledge
(6)
Long-term Thinking
(2)
Future Projections
(7)
Market Knowledgement
(7)
Trend Knowledgement
(2)
Design Integration
(3)
Future Projections
Production
Knowledge
Market Knowledge
Product Meetings
Design Integration
Function and
Activity
Management
Trend Knowledge
12
Future Projections.
THANKS TO
The authors wish to thank the financial
support of FCT (Fundao para a Cincia e
Tecnologia), the support of Antnio Marques and
the translation of Joo Fernandes.
We also wish to thank the cooperation of
the companies that operate in the studied
subsector: Almas dAreosa Cermicas, SA;
Barbotina Fbrica de Artigos Cermicos, SA;
Bonvida Porcelana de Portugal, SA; BrazGil
Studio; CCA Cermica de Culinria Alimentar,
SA; Cerags Investimentos, SA; Cermica da
Borralheira,
SA;
Ceramirupe
Cermica
Decorativa, Lda.; Cermicas S. Bernardo, SA;
Cerarpa Cermica Artstica do Pao, Lda.;
Cerutil Cermicas Utilitrias, SA; Faianas
Artsticas Bordalo Pinheiro, Lda.; Faianas
Primagera, SA; Faria & Bento, Lda.; Grestel
Produtos Cermicos, SA; Lusogrs Cermica de
Grs Fino, Lda.; Matcermica Fabrico de Loua,
REFERENCES
[1] Albarello, L. et al., 2005, Prticas e mtodos
de investigao em cincias Sociais, Gradiva,
Lisboa, pp. 117-118.
[2] Albarello, L. et al., 2005, ibidem, p. 182.
[3] Antunes, R.J. et al., 2009, Design
Management in the Utilitarian and Ornamental
Portuguese Ceramic Industry, Design Principles
& Practices: An International Journal, 3 (2), pp.
71-84.