Product and process novelty in small companies' design processes : A multiple case study

This study explores the design processes in small established companies and investigates how these design processes are executed. How two different kinds of novelty influence the design processes is further examined: the relative novelty of the product being developed and the relative novelty of design processes. The relative novelty of the product is high if it is a radically new product to develop. High relative novelty for design processes typically means no experience or knowledge about design processes. Based on an embedded multiple case study of three small established companies in Sweden, eight different design processes are described and analyzed. The results show that the design processes differ, even within the same company. The results also show that relative novelty affects the design process. If the relative novelty of both the product to be developed and of design processes is low, a linear, structured, and systematic design process was found to work. A design process that is cyclical, experimental, and knowledge-creating seems to work no matter the relative novelty