Masters Proposal Presentation by: Bruno Santarelli
Wednesday, 14 March 2012
The School of Management invites you to a Masters Proposal Presentation by Bruno Santarelli:
Product development in a fashion enterprise involves a series of aesthetic decisions influenced by socio-cultural, economic and organisational factors. Within an enterprise both managers and designers are involved in product development and it is not uncommon for the aesthetic judgement of each to be informed by different antecedents, values and goals.
A central concern for designers is the transformation of creative ideas into functional and appealing products. A manager's concern is geared towards efficiency, control and commerciality. Managers have greater voice in the dialogue about product development because of the tacit power relationships in the structure and culture of the enterprise. The dynamic between managers and designers can shape product development processes as well as intra-individual factors such as background, education, taste, behaviours and previous experience.
The chief objective of this proposal is to investigate how enterprises manage product development, taking into account the many inherent assumptions of the enterprise, in order to determine how creativity is valued and facilitated.