| Summary: | 碩士 === 東海大學 === 高階經營管理碩士在職專班 === 106 === The new product design and development process in the leather goods industry requires the optimization of R&D expertise and effort to promote a satisfactory job performance. However, when it comes to real world practice, it is often quite the opposite, such that the obscurity in development strategy and leadership style produce obstructive consequences in the new product development process. Therefore, in this thesis, the researcher intends to posit an ideal framework for the development and collaboration principle in the process of concept generation and subsequent stages of new product development.
Based on the conceptual framework that centers around intra-departmental, as well as, inter-departmental collaboration in new product design and development scenario, altogether six interviews were conducted with key players in the process. Each interview took a duration up to 2 hours at August, 2016. The study found that: first, the promotion of innovation required a mechanism, in the nature of professional project management, first to set course for the definition and overview the objectives, budgets, demand conditions, and distribution and marketing plans of the project, then to rigorously coordinate the decision-making process and the direction for implementation; second, in terms of administrative operation, like the supervision of the R&D progress and the auditing of expense, it is proposed that an establishment of human-centered approach is crucial for the uplift of job motivation, thereby relieving work stress at the designer’s end; third, to better cultivate designer's creativity, a set of clear and realistic evaluation criteria needs to be clarified for the appreciation of designer’s aesthetic capacity in the idea presentations and sample reviews, as well as the elevation of business managers’ understanding and taste of design and artisanship in the process.
Propositions are posited as follows: 1) to better promote the philosophy of innovation and brand image, brand designers should be promoted to the leadership status, such as team directorship; 2) through the mechanism of internal marketing, the creativity outcome that stems out of the R&D process of designing team, can optimize the efficiency of marketing team and sales team in the create of on brand value and positioning; 3) the new product design and the development strategy in fashion industry should begin with a clear positioning strategy in the market; 4) modularizing the idiosyncratic styles and tastes of individual designers can help the brand team to build clear direction and strategy for the new product development plan; 5) fashion brands can set up a consistent research on SOP procedure to establish a design direction or guideline of the new product design.
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