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전종찬(Jong Chan Jeon),김선용(Sun Yong Kim) 한국기초조형학회 2001 기초조형학연구 Vol.2 No.2
The proactive role of design is demanding increasingly according to the enhancement of the concept that design should be applied as the means of managerial strategies of enterprise, Design should be accepted at the stage of establishment of company`s image strategies a its new product developing plan. The leading companies in certain fields are enjoying the successful business through the application of design as the means of managerial strategies. The necessity of understanding and efficient management of design as managerial capital is increasing. In the competitive of new product development, the importance of design which lead the creation of value added. It is getting harder and harder to occupy the leading position in the competition of product because of equalization of its level worldwide. Design is regarded as critical factor to enhance the competitiveness. The study is focused on Italian kitchen utensil manufacturer `Alessi` which has reputation by creating value added products through its unique design development in spite of relatively small capital in the competitive international market which is recently getting more competitive as globalization of each countries. The study aims to provide a successful model case of design application which increase competitiveness in the market.