An in-depth case study on the role of industrial design in a business-to-business company

In this paper, we investigate how managers perceive the roles of industrial design, based on their experiences with designers in two product development projects in a business-to-business environment. The study demonstrates that designers can make contributions that surpass the design of physical products, and that influence the effective implementation of product development processes. Our findings extend the limited literature on the role of industrial design in industrial markets, and are of value for managers looking to strengthen their product development processes.