To improve global market share and spend on their products, P&G is re-focusing its strategy under the new leadership of Bob McDonald from high-end products like Tide Total Care towards value tier products like Tide Basic (FT December 18th, 2009).
Does this mean the time is over for Lafley’s ‘value-based metrics’, as he did with products like Charmin and Swiffer? And what does this mean for the Golden Age of innovation and design management at P&G?
First design management in the FMCG sector has to improve its competencies in understanding the changes in consumer behavior. In times of crisis consumer …
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With shrinking design budgets due to the financial situation in many companies today, design efficiency comes into the fold. Terms like Key Performance Indicators, Critical Success Factors and Performance Management Systems are becoming part of the lingo of design managers. While design effectiveness is focusing on “doing the right things”, design efficiency is focusing on “doing the things right”. Good design management can not look at design efficiency and design effectiveness isolated, but has to find a good balance between both aspects.
