Abstract

PAIXAO-BARRADAS, Susana; HERNANDIS ORTUNO, Bernabé; MACIEL PACHECO, Karla Mazarelo  and  AGUDO VICENTE, Begoña. Integration of Design in Portuguese Natural Stone Processing Companies: Defining a Profile. Innovar [online]. 2014, vol.24, n.53, pp.211-221. ISSN 0121-5051.  https://doi.org/10.15446/innovar.v24n53.43946.

Abstract: Portuguese natural stone processing companies are suffering a decline in emerging markets. Design, as an integral component of innovation and strategic business management, plays a vital role in a company's growth, internationalization and competitiveness. By conducting an Internet survey with companies that participated in the Pedra trade fair in Batalha, Portugal, the value these firms place on design was analyzed. The profile of companies that differentiate themselves based on design was also identified. Results indicate that none of the companies surveyed have an R&D department, not even those that differentiate themselves based on design. Nor did these companies value the majority of benefits that design offers. They do, however, expressly value the qualities of the material they work with (its durability, texture and unique character) and use these to differentiate themselves in the market. It can be concluded that there is experience, deep technical knowledge and a culture related to the product in this sector, but there is no model to encourage the integration of design management into values of innovation, differentiation and competitiveness. As a result, opportunities for product innovation with natural stone are continually missed.

Keywords : natural stone; design management; value of design.

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