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DESIGN MANAGEMENT CAPABILITY ASSESSMENT FROM THE PERSPECTIVE OF COMPANIES PURSUING DIFFERENT BUSINESS STRATEGIES IN GLOBAL VALUE CHAINS/KURESEL DEGER ZINCIRLERINDE FARKLI FIRMA STRATEJILERI IZLEYEN FIRMALARIN PERSPEKTIFINDEN TASARIM YONETIMI KABILIYETI DEGERLENDIRMESI

Mimarlık Fakültesi dergisi, 2021-12, Vol.38 (2), p.241 [Peer Reviewed Journal]

COPYRIGHT 2021 Middle East Technical University ;ISSN: 0258-5316 ;DOI: 10.4305/METU.JFA.2021.2.10

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  • Title:
    DESIGN MANAGEMENT CAPABILITY ASSESSMENT FROM THE PERSPECTIVE OF COMPANIES PURSUING DIFFERENT BUSINESS STRATEGIES IN GLOBAL VALUE CHAINS/KURESEL DEGER ZINCIRLERINDE FARKLI FIRMA STRATEJILERI IZLEYEN FIRMALARIN PERSPEKTIFINDEN TASARIM YONETIMI KABILIYETI DEGERLENDIRMESI
  • Author: Manzakoglu, Bilgen Tuncer ; Er, Ozlem
  • Subjects: Methods ; Strategic planning (Business)
  • Is Part Of: Mimarlık Fakültesi dergisi, 2021-12, Vol.38 (2), p.241
  • Description: Design management (DM) is a strategic business capability to gain competitive advantage in the global market. To guide companies to integrate DM into their organizations, a multitude of diagnostic frameworks and tools were put forward. These studies also provide pathways for better use of design and its integration into organizational strategy and functions, hence for better DM. Operating in emerging economies, latecomer firms (LCFs) develop their DM capability along with their technological and manufacturing capabilities, and therefore its level and usage are dependent on the business strategies (OEM-ODM-OBM) that they follow in Global Value Chains (GVCs). Based on a focused literature review, a new framework has been put forward to establish a linkage between DM capability and specific business strategies followed by LCFs to take a position in GVCs, thus fulfilling a gap in the DM literature. Three case studies selected from the Turkish electrical and electronics industry were undertaken with the aim of investigating the nature of DM capability in relation to OEM, ODM, and OBM strategies by using the Design Management Capability Framework in GVCs. Thus the conceptual framework was put to test through the case studies. Case study findings indicated how DM capability, other firm capabilities, and business strategies are dependent on each other and featured the basics of a potential self-assessment tool to be used to identify deficiencies in DM capabilities and opportunities for business strategy improvement. Keywords: Design management capability; functional upgrading; latecomer firms; global value chains; business strategy. Tasarim yonetimi, kuresel pazarlarda rekabet avantaji elde etmek icin gerekli olan stratejik bir firma kabiliyetidir. Bu nedenle, firmalarin tasarim yonetimini organizasyonlarina entegre etmelerine rehberlik etmek icin cok sayida model ve cerceve ortaya konmustur. Bu calismalar ayni zamanda tasarimin daha iyi kullanimi, organizasyonel stratejiye ve firma islevlerine entegrasyonu, dolayisiyla daha iyi bir tasarim yonetimi icin firmalara yol haritasi saglamaktadir. Gelismekte olan ekonomilerde faaliyet gosteren geriden gelen firmalar (latecomer firms-LCFs), tasarim yonetimi kabiliyetlerini teknolojik ve uretim kabiliyetleriyle birlikte gelistirmektedir. Bu sebeple, tasarim yonetiminin seviyesi ve kullanimi o firmanin kuresel deger zincirlerinde (Global Value Chains-GVCs) izledigi firma stratejilerine (OEM-ODM-OBM) baglidir. Odaklanmis bir literatur arastirmasina dayanarak, tasarim yonetimi kabiliyeti ve geriden gelen firmalarin kuresel deger zincirlerinde izledikleri belirli is stratejileri arasinda baglanti kuran, dolayisiyla tasarim yonetimi literaturunde bir boslugu dolduran yeni bir cerceve gelistirildi. Kuresel Deger Zincirlerinde Tasarim Yonetimi Kabiliyeti Cercevesi kullanilarak, OEM-ODM-OBM stratejileriyle tasarim yonetimi kabiliyeti arasindaki iliskiyi arastirmak amaciyla Turk Elektrik Elektronik Sektoru'nde faaliyet gosteren uc firma vaka calismasi icin secildi. Bu sekilde kavramsal cerceve vaka calismalari yapilarak test edildi. Vaka calismalarinin bulgulari tasarim yonetimi kabiliyeti, diger firma kabiliyetleri ve firma stratejilerinin birbirlerine ne kadar bagli oldugunu gosterdi. Buna ek olarak, uretici firmalarin tasarim yonetimi kabiliyetlerindeki eksiklikleri ve firma stratejisi gelistirmek icin yaratabilecekleri firsatlari belirlemede kullanilabilecekleri bir oz degerlendirme aracinin temellerini ortaya koydu. Anahtar Sozcukler: Tasarim yonetimi kabiliyeti; fonksiyonel yukselme; geriden gelen firmalar; kuresel deger zincirleri; firma stratejisi.
  • Publisher: Middle East Technical University
  • Language: Turkish
  • Identifier: ISSN: 0258-5316
    DOI: 10.4305/METU.JFA.2021.2.10
  • Source: Alma/SFX Local Collection
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