Design Theory: Methods and Organization for Innovation

390 Pages·2017·12.987 MB·English

by  Pascal Le Masson, Benoit Weil, Armand Hatchuel (auth.)

Pascal Le Masson · Benoit Weil
Armand Hatchuel
Design
Theory
Methods and Organization for
Innovation
Design Theory
Pascal Le Masson Benoit Weil
(cid:129)
Armand Hatchuel
Design Theory
Methods and Organization for Innovation
123
PascalLe Masson Armand Hatchuel
MINESParisTech—PSLResearch MINESParisTech—PSLResearch
University University
Paris Paris
France France
Benoit Weil
MINESParisTech—PSLResearch
University
Paris
France
ISBN978-3-319-50276-2 ISBN978-3-319-50277-9 (eBook)
DOI 10.1007/978-3-319-50277-9
LibraryofCongressControlNumber:2016960189
©SpringerInternationalPublishingAG2017
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Acknowledgements
Acoursemanualsummarizesestablishedknowledge.Thismanualisnoexception.
However, in the field of design, this summary also required significant efforts to
arrange, complete, and adapt a complex, multidisciplinary corpus to today’s chal-
lenges. This manual is, therefore, the result of a research and instruction program
that was launched at the School of Mines (École des Mines, today MINES
ParisTech—PSL Research University) more than 20 years ago. In 1994 the Paris
School of Mines created a field of study dedicated to “design theory and engi-
neering”.Underthisunusualnameatthetime,ateamofprofessorsandresearchers
was formed under the responsibility of Armand Hatchuel. The team consisted of
Benoit Weil, Jean-Claude Sardas, and Christophe Midler, and a few years later of
Pascal Le Masson as well.
That program revived an old tradition of training engineers on technology and
product design, all the while addressing contemporary innovation challenges. It
aimedtounitethesubjectfieldsofinnovation,projectmanagement,anddesignand,
eventually, bring design sciences to a level of maturity equal to that of decision or
programming sciences. Within a few years the program gained surprising
momentum. The set of subject fields would progressively be organized around a
single theoretical framework, the C-K theory (Hatchuel 1996; Hatchuel and Weil
2001,2009,etc.), taught inmany schools today. Thisprogramalso respondedtoa
significant need for change, namely the need to strengthen companies’ innovation
capacity. These advances thus made it possible to establish valuable partnerships
with multiple companies.
This led to the formation of a research and instruction platform that has not
ceased to grow, especially with the establishment of the Chair of Design Theory
and Methods for Innovation in 2009, sponsored by five and subsequently seven
companies, and renewed in 2014 with currently more than ten corporate sponsors.
The theories and methods developed 20 years ago in this framework gradually
enriched an already comprehensive corpus, including innovation management,
innovation economy, engineering design, industrial design, as well as history,
mathematics and logic, cognitive sciences, etc. They made it possible to create
v
vi Acknowledgements
a synthetic and reasoned instruction of design theories, methods, and organization
including contributions from these multiple disciplines. Many courses were thus
created. Since 1999 at the School of Mines, Vincent Chapel and Benoit Weil
created the Product and Innovation Design course, which was further developed
lateronwithPascalLeMasson.In2007aversionofthatcoursewasdevelopedfor
ParisTech doctoral students. Those corpora were also included in several other
institutes, not only in engineering schools (e.g. Ponts et Chaussées, École
Polytechnique, AgroParisTech, INSA, ENSAM, CNAM, etc.) but also in business
schools (HEC, ESCP, Grenoble École de Management, etc.), universities
(UniversitéParisDauphine,UniversitéParis-EstMarne-la-Vallée,etc.),andschools
of design (Strate College, ENSCI, etc.). The courses were also adopted abroad, at
Chalmers School of Entrepreneurship, Stanford, Carnegie Mellon, as well as in
Delft, Tel Aviv, and Tokyo, among others.
WewouldliketothankfirstandforemosttheSchoolofMinesforthesupportit
has consistently provided to these programs from the start and to this day. We are
thankfultotheprofessorsofDesigncurricula,andparticularlytoChristopheMidler
(CRG, École Polytechnique) who participated from the very first day and who
contributed significantly to this work. We would like to express our gratitude to
Maurille Larivière for his remarkable contribution to our work with his industrial
designexperience.ThankstoBlancheSegrestin,FranckAggeri,PhilippeLefebvre,
andMichelNakhla,whosecontributionsoftenservedasareferenceinourresearch.
MarineAgogué,AkinKazakçi,SophieHooge,CédricDalmasso,MathieuCassotti,
Anaëlle Camarda, Annie Gentes, Anne-Françoise Schmid, Kevin Levillain, Olga
Kokshagina, and Georges Amar, who joined the research program of the Chair a
fewyearsagoandwhoseworkisafundamentalcontributiontoDesigntheoryand
psychology.Wearethankfultoallofourstudentswhochosetostudyengineering
designandwhosemaster’sthesesweresourcesofadvancementandmotivationfor
professors.
We also wish to thank Yacine Felk, Ingi Brown, Olga Kokshagina,
Pierre-AntoineArrighi,ElsaBerthet,FrédéricArnoux,AytuncÜn,HassenAhmed,
Kenza El Qaoumi, Louis-Etienne Dubois, Morgane Benade, Mario Le Glatin,
Daniel Carvajal, Maxime Thomas, Agathe Gilain, Honorine Harlé, Juliette Brun,
Hicham Ezzat, Kevin Levillain, Camilla Freitas-Salgueido, Laura Le Du, Milena
Klasing-Chen, Fabien Jean whose theses and master’s dissertations constitute
remarkable advances in Design Science and whose work contributed significantly
to this book.
This book, however, would not have been possible without the support of
numerouspartnersinthecompaniesthatsupporttheInnovativeDesignTheoryand
Methodology department. We are especially grateful to Dominique Levent,
PhilippeDoublet,LomigUnger,PascaleNays,RémiBastien(Renault),Dominique
Laousse, Eric Conti, Jean-Jacques Thomas, Cédric Brogard (SNCF), Guillaume
Lapeyronnie, Denis Bonnet, Christian Delaveau, Joseph Huysseun, Philippe
Benquet (Thales), Pascal Daloz, Patrick Johnson, Anne Asensio, Manuel Gruson
(Dassault Systèmes), Patrick Cogez, Jean-Luc Jaffard, Loic Liétar, Jean-Marc
Chéry(STMicroelectronics),LaurentDelattre,CélineSches,NicolasBréziat,Alain
Acknowledgements vii
Dieulin (Vallourec), Stéphane Cobo, Pierre Becquart, Paul Gardey de Soos
(RATP), Denic Clodic (Ereie), Vincent Chapel and Jean-Pierre Tetaz (Helvetia),
Guirec Le Lous and Hervé Le Lous (Vivasanté), Anne Bion, Isabelle, Michel and
Adeline Lescanne (Nutriset-Onyx). Guillaume Bulin, Michel Comes, Gilles
Dussault, Bernard Marmann, Thierry Pardessus, Axel Flaig, Alain Fontaine
(Airbus).
The courses benefited greatly from the experience of consultants who deployed
these methods: Yvon Bellec (TAKT) who was the first to embark on the KCP
adventure, Patrick Morin, and Patrick Corsi, Dominique Lafon, Fred Arnoux,
Benjamin Duban and all the teams of TAKT and STIM.
For agreeing to give lectures and share their experience with our students, we
wish to thank Jean-Hervé Poisson (Renault), Nils Saclier (Renault), Bernard
Vaudeville(T/E/S/S),SimonAubry(T/E/S/S),YvesParlier(BeyondtheSea),Marc
Maurer (Saint-Gobain), Jean Schmitt (Jolt Capital), Hervé This (INRA), Benjamin
Duban, Charlotte Leleu (Regimbeau), Philippe Picaud (Carrefour), François
Pouilloux and Stéphanie Jacquemont (Ixxo), Guillaume Bulin and Thoerry
Pardessus (Airbus), Patrick Cogez (ST Microelectronics).
For their work and their stimulating discussions with us we owe much to many
researchers in various fields: Olivier Houdé (Sorbonne), Albert David (Université
Paris dauphine), Gilles Garel (CNAM), Sylvain Lenfle (CRG, Ecole
Polytechnique), Olivier Hirt (ENSCI), Patrick Llerena (Beta Université de
Strasbourg),PatrickCohendetandLaurentSimon(HECMontréal),SusanneOllila,
Maria Elmquist, Tobias Fredberg, Anna Yström and Mats Lundqvist (Chalmers
University), Carliss Baldwin (Harvard Business School), Victor Seidel (University
of Oxford), Alan Mac Cormack (MIT), Rafael Ramirez (University of Oxford),
Annabelle Gawer (Imperial College), Francesco Zirpoli (University Ca’Foscari de
Venise), MarkusBecker(University ofSouthernDenmark), Franck Piller (Aachen
RWTH), Yoram Reich (Tel Aviv University), Ade Mabogunje (Stanford
University), Eswaran Subrahmanian (Carnegie Mellon), Chris McMahon (Bristol
University), Jean-François Boujut, Michel Tollenaere and Eric Blanco
(Polytechnique Grenoble), Toshiharu Taura (Kobe University), Yukari Nagai
(TokyoUniversity),KenStarkey(NottinghamUniversity),EhudKroll(Technion),
KathrinMöslein(Erlangen-NürnbergUniversity),JohnGero(KrasnowInstitutefor
Advanced Sciences), Udo Lindemann (Technische Universität Munich), Patrick
Fridenson (EHESS), Anne Françoise Garçon (Université Sorbonne) and Hélène
Vérin, Jean-François Basserau (ENSAD), Thomas Gillier (Grenoble Ecole de
Management), Amaresh Chakrabarti (Bangalore Univ), Roland De Guio (INSA
Strasbourg), Tom Howard (DTU), Suan Imholz, Olivier Irrman (Lille),
Jean-BaptisteMourer(INRIA),VincentBontemsandVincentMinier(CEA,ENS),
Dorian Marjanovic (Zagreb Univ), Panos Papalambros (Michigan Univ), Olivier
Potier(NancyUniv),VivekVelamuri(ErlangenUniv),JanDul(RotterdamUniv),
KlaasjanVisscher(UnivTwente),GwenaelleVourch(INRA),AmosWinter(MIT),
Peter Vermaas (Delft Univ), Offer Shai (Tel Aviv Univ).
Multipleprojectsweredevelopedthankstoseminarsandconferencesorganized
by leading scientific communities inthe field: the Design Society, which we thank
viii Acknowledgements
for the creation of the SIG (Special Group of Interest) on design theory; EURAM
(European Academy of management) which regularly offers tracks on
Design; IPDM (International Product DevelopmentManagement), a pioneergroup
ininnovationmanagement,especiallyitspresidentChristerKarlssonanditsBoard,
to whom we are grateful for kindly welcoming original projects on design and
innovation.
Finally, we wish to express our most sincere gratitude to all researchers of the
Center of Management Science of MINES-ParisTech—PSL Research University
for their contributions. We thank Céline Bourdon, Stéphanie Brunet, and Martine
Jouanon for their help.
We are also very grateful to Atenao Translation Agency, particularly to Emma,
and to Atenao’s translators, Chris and Maria, for their rigorous and respectful
translation. We warmly thank Chris McMahon (University of Bristol) for his
intellectual support in preparing the translation project. We are most grateful to
Anthony Doyle, who accepted to include this book in his collection at Springer.
Paris, France Armand Hatchuel
September 2016 Pascal Le Masson
Benoit Weil
References
Hatchuel A (1996) Coordination and control. In: International Encyclopedia of Business and
Management.ThomsonBusinessPress,pp762–770
HatchuelA,WeilB(2009)C-Kdesigntheory:anadvancedformulation.ResearchinEngineering
Design19(4):181–192.
Contents
1 Introductory Chapter: Contemporary Challenges
of Innovation—Why New Design Theories. .... .... .... .... .... 1
1.1 Introduction: Training for Design Today... .... .... .... .... 1
1.2 A Few Puzzles and Paradoxes.. ..... .... .... .... .... .... 5
1.2.1 The Paradox of R&D: Investment Does not Mean
Innovation—Design is Increasingly Difficult
to Organize.. .... .... ..... .... .... .... .... .... 5
1.2.2 Paradoxes in the Organization of Innovative Design ... 7
1.2.3 Paradoxes of Reasoning in Innovative Design .... .... 8
1.3 The Issue of Definitions: Capacity for Innovation
and Design Regimes . .... .... ..... .... .... .... .... .... 9
1.3.1 Traps in the Term “Innovation” ... .... .... .... .... 9
1.3.2 The Notion of Design Regime .... .... .... .... .... 10
1.4 Canonical Model for a Design Regime .... .... .... .... .... 11
1.4.1 Canonical Model of Reasoning X, K(X),
D(X), P(X).. .... .... ..... .... .... .... .... .... 11
1.4.2 Canonical Model of Performance.. .... .... .... .... 14
1.4.3 Canonical Model of Organization.. .... .... .... .... 15
1.5 Conclusion. .... .... .... .... ..... .... .... .... .... .... 16
1.5.1 Main Ideas of the Chapter ... .... .... .... .... .... 16
1.5.2 Additional Reading.... ..... .... .... .... .... .... 16
References .. .... .... .... .... .... ..... .... .... .... .... .... 17
2 Designing in a Rule-Based Regime—Systematic Design
Theory and Project Management ... ..... .... .... .... .... .... 19
2.1 Reasoning in Systematic Design ..... .... .... .... .... .... 19
2.1.1 Expectations of Systematic Theory. .... .... .... .... 20
2.1.2 Fundamental Principles. ..... .... .... .... .... .... 20
2.1.3 Illustrative Examples of Language . .... .... .... .... 23
ix
x Contents
2.1.4 Tools and Associated Techniques.. .... .... .... .... 25
2.1.5 Contemporary Trends in Rule-Based Design . .... .... 28
2.2 Performance in Systematic Design.... .... .... .... .... .... 32
2.2.1 Fundamental Principle: Maximizing the Re-use
of Knowledge.... .... ..... .... .... .... .... .... 32
2.2.2 Practical Assessment... ..... .... .... .... .... .... 33
2.3 Organization of the Systematic Design Project .. .... .... .... 39
2.3.1 General Principles: Project and Project Leader.... .... 39
2.3.2 Division of Labor in Systematic Design: Stage-Gate
Process and “V” Cycle. ..... .... .... .... .... .... 40
2.3.3 Project Leader’s Management Tools: Planning,
PERT Charts and Budget Reporting.... .... .... .... 41
2.4 Conclusion. .... .... .... .... ..... .... .... .... .... .... 42
2.4.1 Main Ideas of the Chapter ... .... .... .... .... .... 44
2.4.2 Additional Reading.... ..... .... .... .... .... .... 44
2.5 Workshop 2.1: Functional Analysis... .... .... .... .... .... 45
2.6 Case Study 2.1: The Logic Underlying the Domestication
of Design: The Origin and Success of Systematic Design.. .... 49
2.6.1 Wild Design: The Inventor-Entrepreneurs
of the First Industrial Revolution in England . .... .... 49
2.6.2 Parametric Rule-Based Design: “Recipe-Based”
Design or Pathways for Industrial “Catch-Up”.... .... 50
2.6.3 Systematic Rule-Based Design: The Invention
of the Engineering Department.... .... .... .... .... 55
References .. .... .... .... .... .... ..... .... .... .... .... .... 59
3 Designing the Rules for Rule-Based Design—Conceptual and
Generative Models, Axiomatic Design Theory .. .... .... .... .... 63
3.1 The Logic of Performance in Systematic Design—The Notion
of Dominant Design.. .... .... ..... .... .... .... .... .... 63
3.1.1 A Few Examples of Sector-Wise Performance.... .... 64
3.1.2 Characterizing the Performance
of Systematic Design .. ..... .... .... .... .... .... 65
3.1.3 The Notion of Dominant Design .. .... .... .... .... 67
3.2 The Logic of Reasoning in Systematic Design: Conceptual
and Generative Models—Axiomatic Design Theory .. .... .... 67
3.2.1 Conceptual and Generative Models. .... .... .... .... 67
3.2.2 Assessing Systems of Rules: Axiomatic
Design Theory ... .... ..... .... .... .... .... .... 74