The Historical Integration Of Design Into Business Case Study

The historical integration of design into business followed by fluxional periods in relationship to cultural changes and the economic expansion. In the 1700s, entrepreneur Josiah Wedgwood, paid attention to market needs that he was initiated design to differentiate product lines and market segments using design to add value to the products (Perks et al., 2005; Lancaster and Reynolds,1998). However, during the period of Industrial Revolution, production process and diversity were more important than refinement and human factors. Firms generally ignored craft finish as a waste of time or dismiss any hint of sophistication that they were focused on to sell large quantities of products instantaneously that they concentrated on improving production
To stimulate markets, products needed to be changed constantly, with mass advertising campaigns persuading consumers purchasing product abundantly. Properly, mass consumption was expanded by the constitution of the technological advances of mass production. Mass media, mass advertising and mass marketing tools have become worthier than products themselves (Forty, 2005; Heskett, 2005). The struggle was to initiate products that function and that can be manufactured in large quantities with low prices, not to make products that were aesthetic or easy to use. As the products were had similar features, there was a change in direction at the design and marketing hierarchy (Candi, 2010). It was a time when mass manufacturing potential was met by mass consumption. Consumers behaved in consistent patterns of purchasing and could be grouped into large mass markets (Cagan and Vogel, 2002). Furthermore, companies started to understand notion of marketing orientation which put emphasis on customers first (Lancaster and Reynolds, 1998). In the act of consumers were motivated to purchase on visual imagery advertisements, marketers and advertising agencies captured the control of the specifications of products (Bruce and Bessant, 2002). As follows, product quality declined and design’s role was for a cosmetic to be styled around the product ideas, by the individuals interprets themselves as ‘designers’ who they dominated the market by surface-deep design until the early 1990s (Cooper, 1994; Walsh et al., 1988). However, over the past two decades the new changes confronting businesses empowered design and designers to retrieve considerable position