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Design Management Journal, Vol. 5, No. 3, Summer 1994


Outside Design: Delivering Real Value to the Customer

By Hans Bergman, Manager, Network-Management Applications, BNR Corporate Design Group; Tom Winlow, Network-Management Applications, BNR Corporate Design Group

The Telephone Operator Position System--Multipurpose (TOPS MP) is one of Northern Telecom's most successful products, capturing much of the North American market. Hans Bergman and Tom Winlow believe this is due to an interdisciplinary process that makes user needs rather than technology the highest priority. In this situation, design emerges as an equal partner with engineering and marketing in the development effort, with positive consequences for customers and the company.

Keywords: Consumer Behavior, Product Design, Interdisciplinary Product Development, Interdisciplinary Prod. Develop., Telecommunications, Case Study or Method

ORDER This article is available as a photocopied reprint for $3.50. The order number is: 9453BER21. Just use your mouse to copy this number, hit the order button and paste it into the form.

This document was last updated January 7, 1997.

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