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Design to Value at BNR/Northern Telecom: The Vista Modular Phone

By Artemis March, Management Consultant, Fellow, Design Management Institute

Explores a distinctive leadership style and change process through which the Corporate Design Group (CDG), a multifunctional industrial design/user interface group, which had been a service organization, repositions itself as a center of excellence accountable for creating product leadership and superior user value. With only one percent of BNR's budget, it creates leverage to shift the deployment of BNR's R&D spending toward future rather than current platforms. Drawing on CDG's redefinition of itself, a self-empowered, design-led, cross-functional team rejects the prototype design of a sophisticated phone terminal, and leads the process of creating a next generation, user-focused concept, and of executing the details and making tradeoffs in a consistent way against the design concept. Teaching Purpose: Understanding the organizational leadership, design leadership process, empowerment process, and product liability. Also available: Teaching Note (5-995-018).


Keywords: Corporate Culture, Cross-Functional Management, Organizational Change, Product Design, Telecommunicatioins, Telecommunications, Case Study or Method

Price: $2.35 Academic/$5.00 Corporate
Order number: 9-994-019



Design to Value at BNR/Northern Telecom: The Vista Modular Phone, Teaching Note

By Artemis March, Management Consultant, Fellow, Design Management Institute

Teaching Note for (9-994-019).

Price: $2.35 Academic/$5.00 Corporate
Order number: 5-995-018



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This document was last updated December 2, 1996




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