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- Wiley
More About This Title Food Industry Design, Technology and Innovation
English
But now design is impacting more dramatically on the complex web that makes up our food supply, and beginning to make it better. Ways of thinking about design have broad applications and are becoming central to how companies compete. To succeed, food designers need to understand consumers and envision what they want, and to use technology and systems to show they can deliver what has been envisioned. They also need to understand organizations in order to make innovation happen in a corporation.
The authors of this book argue that design has been grossly underestimated in the food industry. The role of design in relation to technology of every kind (materials, mechanics, ingredients, conversion, transformation, etc.) is described, discussed, challenged and put into proper perspective. The authors deftly analyze and synthesize complex concepts, inspiring new ideas and practices through real-world examples. The second part of the book emphasizes the role of innovation and how the elements described and discussed in the first parts (design, technology, business) must join forces in order to drive valuable innovation in complex organizations such as large (and not so large) food companies.
Ultimately, this groundbreaking book champions the implementation of a design role in defining and executing business strategies and business processes. Not only are designers tremendously important to the present and future successes of food corporations, but they should play an active and decisive role at the executive board level of any food company that strives for greater success.
English
Helmut Traitler has a PhD in Organic Chemistry from the University of Vienna, Austria. In 2010, after decades’ of experience with Nestlé in various roles around the world, Helmut co-founded Life2Years, Inc, a start-up company producing healthy beverages for the over-fifties.
Birgit Coleman holds a Master of Arts in Business, MA from the University of Applied Sciences, Vienna. She is a strategic thinker and Connections Explorer in her current role at Swissnex San Francisco.
Karen Hofmann Karen holds a Bachelor of Science in Product Design from Art Center College of Design and a Bachelor of Arts in Psychology from California State University, Northridge. Karen is Chair of the Product Design Department at the Art Center College of Design in Pasadena, California.
English
Author Biographies xiii
Forewords xv
Acknowledgements xvii
Part 1 THE ROLE OF DESIGN AND TECHNOLOGY IN THE FOOD INDUSTRY
1 Design and technology 3
All is flowing: π ́ αντα ’ρϵ̃ı 3
How design influences our lives: form and function 8
The HGTV effect 10
Design in the food industry 12
Reasonable price 15
Adapted for small families, households with smaller numbers of people 15
Safety 16
Easy to open 17
Easy to see 18
Easy understanding of label claims 19
Easy handling 19
The role of product design in the food industry 20
Conclusions 21
Topics for further discussion 22
References 22
2 Design: from object to process 23
The expanding role of design 23
Why now? Drivers of change = the industry shifts + design expands 24
New platforms / new options 25
Speed to market / direct to market / new retail models 26
Open innovation / systems innovation 27
Creative economy / sharing economy 28
Maker culture / hacker culture / DIY / new craft 28
3D Printing 29
Being design driven: icons at the intersection of business and design 30
The value of the designer: a new mindset 32
The era of the design entrepreneur 33
Design impact: making / meaning / transforming 35
Design as a process of exploration (making) 35
Design as a process of creating relevance (meaning) 36
Design as a catalyst for change (transforming) 37
The future of meaningful product experiences: design delivers 38
Creating meaningful food experiences 38
Conclusions 40
Topics for further discussion 41
References 42
3 How food companies use technology and design 43
Form and function in action 43
Importance of design in the consumer goods industry 46
The role of technology and design in packaging innovation and renovation 48
Food safety, quality & environment 48
Supply chain 53
Suppliers 54
Costs 54
Consumers 55
Customers 60
Manufacturing 62
Conclusions 63
Topics for further discussions 63
References 64
4 Design and technology in academia: a new approach 65
From the beginning to today 65
The sponsored project: redefining products, experiences, brands and systems 67
Design as process for exploration 68
Design as a process for creating relevance 70
Design as a process of transformation 74
The expanding role of design/business being design driven + design being business driven 76
From “multi-discipline” to “über-multi-discipline” and the future of “design +” 77
Preparing the next generation of innovators/the “experience portfolio” 80
New ventures in design education/from non-profit to for-profit 81
The future of design and technology in academia: new models/new schools/new programs 82
Conclusions 85
Topics for further discussion 86
References 87
5 Design and the business world 89
Design: the helper for business and technical 89
Design: the connector of business elements 91
The “n-dimensional design space” in the business environment 92
Typical and desirable business interactions inside today’s consumer goods industry 96
Design: the enabler for logistics and supply chain 98
Design as a counterfeit fighter 101
The way forward: “down-to-earth design” 104
The future: design is management 107
Conclusions 110
Topics for further discussion 111
References 111
6 The corporate reality in a changing world 113
The decision makers in our society: a “new order” 113
The decision makers and takers in the corporate environment 115
Some historic lessons in complexity building 116
The profit margin race 119
Venture capital (VC): decision makers become risk averters 121
Utopia: from old reality to a new reality? 123
Conclusions 130
Topics for further discussion 131
Reference 132
7 Design and technology: innovation is the connector 133
Design: beyond connecting business elements 133
How companies define their business strategies: a short historical perspective 137
From strategy to action 138
The Nestlé example 139
The Unilever example 139
The PepsiCo example 141
The General Mills example 141
The Kraft example 142
Design as an integral part of business plans and marketing strategies: a possible reality? 143
The elements of a typical business plan 143
Innovation as connector of technology and design 145
Innovation in design and technology can influence how the food industry operates 146
Examples from the Nestlé Company 147
Examples from P&G 149
Examples from the Unilever Company 150
How commitment to innovation can influence the corporate environment: a first glimpse 150
Conclusions 151
Topics for further discussion 152
References 153
Part 2 INNOVATION: THE MUCH TALKED ABOUT, YET NOT WELL UNDERSTOOD ELEMENT
8 Innovation understood 157
Innovation and creativity: the four stages of value creation 157
People and attitudes 159
How to be an innovator in the food industry 162
Innovations and inventions in food and beverages: a short historical overview 165
Where and when does innovation begin? 169
The people in the food industry 170
Commitment to innovation 173
Conclusions 174
Topics for further discussion 175
References 175
9 Nurturing the innovators 177
“People are our most important assets” 177
How the right people are best supported: define values 179
Continuous learning 183
How can design contribute to continuous learning? 184
Supporting innovators in driving their innovations through complex organizations 186
The secret of sharing 188
Personal nurturing tools 190
Conclusions 193
Topics for further discussion 194
References 195
10 The innovation tools 197
From rituals to innovation tools 197
The innovation environment 199
Execution 200
Quest 202
Movie 203
Fog 204
From brainstorming to creative problem solving (CPS) 205
The divergence—convergence pain 206
FastPack: a brainstorming exercise specially designed for packaging development 208
The IdeaStore 209
Inside the box 213
Conclusions 215
Topics for further discussion 216
References 217
11 From open innovation to partnerships 219
From open innovation to partnerships: a logical transition 219
The creation of the innovation partnership model 224
How to deal with intellectual property in innovation partnerships 230
Turning partnerships into successful and sustainable endeavors 232
The future of open innovation and innovation partnerships 233
Conclusions 235
Topics for further discussion 237
References 237
12 What can the food industry learn from Silicon Valley? 239
Introduction 239
Hi, I am a connections explorer 239
Six degrees of separation 240
The strength of weak ties 240
Formal approaches to innovation partnerships 242
Singularity University 242
Corporate venture groups and innovation labs 242
Bridge organizations 244
But how does somebody become a networker or connector or a connections explorer? 244
The power of networking: networking principles 246
Silicon Valley and its eco-system 246
What about food and tech incubators/accelerators/co-working spaces in the USA and the San Francisco Bay Area? 248
Food incubators and accelerators outside of Silicon Valley 249
What else does the food industry borrow from Silicon Valley? 250
More Examples 252
A food revolution beyond Silicon Valley 253
Funding good design is now officially mainstream 255
Who are the food and design start-up players? 258
Conclusions 258
Topics for further discussion 259
13 What was it all about? An attempt at a conclusion 261
A few moments in the life of Manny Middle 261
From field to fork 263
Manny Middle discovers the role of design 269
Minnie Middleton takes a closer look at the role of technology and discovers the concept of supplier partners 271
Minnie Middleton discovers the value of innovation in her company 272
Minnie Middleton and Manny Middle discover the power of networking and travel to Silicon Valley 273
Epilogue: the questionnaire 274
Feedback from the Unilever CEO 276
Other feedback, combined from several “voices” from the industry 278
Index 287
