B. Neutschel, O. Gaus, M. G. Raith and S. Vajna, “Value-Focused Thinking–Combining Product Development and Entrepreneurial Product-to-Market Strategies,” in: Proceedings of the ASME 2012 International Design Engineering Technical Conferences and Computers and Information in Engineering Conference, Chicago, Illinois, August 12-15, 2012, Vol. 7, 9th International Conference on Design Education, ASME 2013, DETC2012-70925.

has been cited by the following article:

• TITLE: How Designed Communication Supports New Product & Service Development

  AUTHORS: Olaf Gaus, Bernd Neutschel, Matthias G. Raith, Sándor Vajna

  KEYWORDS: New Product & Service Development; Designed Communication; Value Added Support

  JOURNAL NAME: iBusiness, Vol.5 No.3B, November 7, 2013

  ABSTRACT: Design is communication. In a traditional sense of design theory this idea is based on a product related perspective, stating that good design must speak a language that is understood by the recipient. The aesthetics of the design catches his interest and opens his mind as a prerequisite for his willingness to enter into a dialogue. From symbols and images an argument is derived, rationally understandable, convincing and finally condensed in a message. This process is triggered by the product design. It communicates a value proposition for the recipient combined with a demand to buy the product it refers to. At the moment of the purchase decision a transformation takes place and the value proposition turns into a benefit, the design into the product utility and the recipient into a customer. It will be argued that this process retains its validity even if communication itself is considered as a product.