Submitted by JOSIANE SANTOS DE OLIVEIRA (josianeso) on 2018-04-04T16:30:16Z No. of bitstreams: 1 Antonio Carlos de Souza Lima Filho_.pdf: 4933775 bytes, checksum: c211decf6df09e824fd235e46e64e55d (MD5) / Made available in DSpace on 2018-04-04T16:30:16Z (GMT). No. of bitstreams: 1 Antonio Carlos de Souza Lima Filho_.pdf: 4933775 bytes, checksum: c211decf6df09e824fd235e46e64e55d (MD5) Previous issue date: 2017-12-18 / Nenhuma / O mercado desafia organizações a se manterem atuando de forma rentável e sustentável. Modelos validados de gestão, estratégia e de negócios estão sendo colocados à prova pela economia contemporânea. A colaboração e a conexão em rede podem auxiliar a inovação de processos corporativos mediados pela tecnologia. Assim, integrar esses conhecimentos parece ser a nova ordem de sobrevivência organizacional. Mas, junto a tais oportunidades, alinha-se um conhecimento capaz de orientar essas novas demandas sociais e empresariais: o design estratégico. Este estudo apresenta como uma empresa que não opera em rede poderá se beneficiar da inovação mediada pela tecnologia para inovar em seus processos. Para isso foram selecionados, extraídos, categorizados e recategorizados processos de empresas globais que operam em rede sob a condução metaprojetual. Em seguida, apresenta-se a empresa focalizada e, a partir disso, são aplicadas diversas ferramentas do design estratégico. Como resultado, são elaborados cenários construídos sob o viés do design estratégico, articulados a partir da construção metaprojetual das empresas analisadas. / The market challenges organizations to remain working profitably and sustainably. Validated models of management, business and strategy are being put into test by the contemporary economy. Collaboration and networking can help the innovation of business processes mediated by technology. So, integrating knowledge seems to be the new order of organizational survival. In addition, these opportunities, aligns knowledge to guide these new social and business demands: the strategic design. This study shows how can a company that does not operate in the network benefit from the innovation mediated by technology processes.Global business processes that operate in a network under metaproject leadership were selected, extracted categorized and recategorized. Then this company and its several strategic design tools are presented. As a result, elaborated scenarios were built by strategic articulated design bias from the metaprojetual construction of the companies analyzed.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-06-11T19:24:34Z No. of bitstreams: 1 Débora de Oliveira Lemos Rocha de Souza.pdf: 11262812 bytes, checksum: 1afc26309c47e8dc71f1c5e88aae7409 (MD5) / Made available in DSpace on 2015-06-11T19:24:34Z (GMT). No. of bitstreams: 1 Débora de Oliveira Lemos Rocha de Souza.pdf: 11262812 bytes, checksum: 1afc26309c47e8dc71f1c5e88aae7409 (MD5) Previous issue date: 2015-03-27 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / FAPERGS - Fundação de Amparo à Pesquisa do Estado do Rio Grande do Sul / Algumas ações do processo projetual se restringem aos pensamentos dos designers, gerando uma dificuldade para compreender o processo e torná-lo explícito. As pesquisas nessa área tentam transpor essas limitações, buscando perceber o modo como os designers resolvem os problemas para aprimorar a sua atuação. Esses problemas são caracterizados como mal-estruturados e podem ser vistos de diferentes perspectivas, gerando respostas distintas. O conceito de coevolução percebe a resolução de problemas de forma evolutiva: à medida que compreende-se um pouco mais o problema, as respostas tornam-se mais aprimoradas. Esta dissertação tem como objetivo geral compreender a coevolução do problema de design. Para isso, realizou-se uma pesquisa exploratória em um workshop em design, coletando as informações por meio de grupos focais e do registro, em vídeo, do processo realizado pelos participantes. A técnica utilizada para analisar as informações coletadas nos grupos focais e nos vídeos foi a análise de conteúdo, com algumas adaptações necessárias à pesquisa realizada. Na análise, percebeu-se que a coevolução é influenciada: 1) pela formulação inicial do problema que funciona como uma força motora, impulsionando o processo de resolução do problema; 2) pela forma como as equipes se articulam, levando-se em conta o modo como os integrantes desempenham diferentes papeis e estabelecem um ritmo de resolução do problema de acordo com experiências anteriores que trazem para o projeto; 3) pelos questionamentos em relação ao problema ou à solução, caracterizando-se como uma das estratégias utilizadas pelos designers para avançar no espaço-problema ou no espaço-solução. Concluiu-se, assim, que não só o espaço-problema e o espaço-solução se modificam no percurso do projeto de forma a provocar uma evolução mútua, mas os diversos fatores que envolvem o processo projetual também influenciam na coevolução do problema de design. / Some actions in the design process are restricted to the designers’ thoughts, what may cause some difficulties in understanding the process itself and making it explicit. Studies in this area attempt to overcome these limitations by looking into the way designers solve problems to improve their performance. These problems are usually characterized as ill-structured and can be seen from different perspectives, leading to distinct answers. The concept of co-evolution regards problem resolution in an evolutive manner: as the problem is better understood, the answers become more refined. The overall objective of this work is to understand the co-evolution of the design problem. In order to do this, an exploratory research was conducted within a design workshop, where data was collected by means of both focal groups and videos recording the participants’ process. The technique used to analyse all this data was Content Analysis, with some necessary adaptations to the context of the present research. In the analysis, it was possible to observe that co-evolution is influenced by: 1) the initial formulation of the problem that works as a driving force, boosting the problem resolution process; 2) the way the groups manage themselves, taking into consideration the manner in which different members play distinct roles and establish a problem resolution pace based on previous experiences they bring to the project; and 3) inquiries related to the problem or the solution, which can be regarded as one of the strategies used by designers to move forward into the problem space or the solution space. In conclusion, all these observations lead to the understanding that not only the problem space and the solution space modify themselves in the course of the project, triggering mutual evolution, but the diverse aspects involved in the design context also have some influence on the co-evolution of the design problem.

Submitted by William Justo Figueiro (williamjf) on 2015-07-15T19:30:05Z No. of bitstreams: 1 07c.pdf: 3563236 bytes, checksum: 2a8a30d097c9f9cde3cf40d70c7b441f (MD5) / Made available in DSpace on 2015-07-15T19:30:05Z (GMT). No. of bitstreams: 1 07c.pdf: 3563236 bytes, checksum: 2a8a30d097c9f9cde3cf40d70c7b441f (MD5) Previous issue date: 2014 / Nenhuma / No Design Estratégico, o produto é considerado como parte de um sistema – o Sistema Produto-Serviço – ampliando sua concepção e atribuindo ao design uma perspectiva estratégica. Sob a ótica do Design Estratégico, o ponto de venda, como um espaço de interações diversas entre a organização e o usuário, pode ser projetado de modo global, para que os indivíduos usufruam de experiências que visem criar vínculos afetivos, o que inclui todas as formas de estimulação do usuário. Dentre as diversas abordagens que permitem trabalhar a relação entre projetos de design e a experiência do usuário, este estudo adota a perspectiva de Jordan (1999) sobre a personalidade do produto. Essa concepção inclui o uso de uma técnica chamada de Atribuição de Personalidade ao Produto (APP) que propõe a compreensão dos produtos como entes vivos, dotados de personalidades – sendo atribuídos traços de personalidade humana aos produtos associados às suas qualidades estéticas. De modo específico, a dimensão sonora do objeto “sapato de salto” – resultante da interação entre diferentes tipos de solados com pisos distintos – e a atribuição de personalidade a estes estímulos sonoros consistem no foco do presente estudo, que pretende explorar as possibilidades de qualificação da experiência dos usuários em lojas de varejo feminino através do som, buscando responder ao seguinte problema: de que forma o Design Estratégico, com base na compreensão da dimensão sonora da personalidade do produto “sapato de salto”, pode contribuir com o design do ponto de venda? Para tanto, resgatam-se visões de alguns autores que abordam os principais temas a serem tratados: Design Estratégico, Sistema Produto-Serviço e Design para a Experiência, cujo foco será a abordagem de Jordan (1999) no que se refere ao conceito de “personalidade do produto”. Assim, por meio de uma pesquisa experimental – realizada com base nos estímulos sonoros decorrentes da interação entre diferentes tipos de solados e pisos –, pretendeu-se compreender a relação entre o som e a personalidade do objeto “sapato de salto”. Estas percepções podem contribuir para a concepção de lojas de varejo, já que a interação sonora entre este calçado com tipos de pisos distintos pode ser vista como um gatilho para experiências positivas. Os resultados indicam que é possível manipular a personalidade do produto por meio de sons advindos da interação entre os materiais utilizados nele e no ambiente. Assim, este estudo reforça a importância do som como uma dimensão capaz de atribuir personalidades ao produto, intermediando e favorecendo, portanto, a experiência envolvida na interação usuário-produto-ambiente. / In Strategic Design, the product is considered as part of a system - the Product - Service System - expanding its conception and providing design with a strategic perspective. From the perspective of Strategic Design, the point of sale, as a space of several interactions between the organization and the user, can be designed in a global way, so that individuals enjoy experiences that aim to create emotional bonds, which includes all forms user stimulation. Among the various approaches that allow working the relationship between design projects and user experience, this study adopts the perspective of Jordan (1999) on the personality of the product. This conception includes the use of a technique called Assigning Personality to Product (APP) which proposes that an understanding of the artifacts as living entities, endowed with personalities - being attributed to human personality traits associated with their aesthetic qualities. Specifically, the sound dimension of the artifact “high heel shoes" - resulting from the interaction between different types of soles with specific floors - and the attribution of personality to these sound stimuli consist on the focus of this work, which aims to explore the possibilities of qualification of the user experience in female footwear retail stores through sound, taking in consideration the understanding of the following problem: how Strategic Design, based on the understanding of the sound dimension of the personality of the product “high heel shoes", may contribute to the design on the sales point of view? To do so, we rescue visions of some authors that talk about the main issues to be addressed here: Design Strategy, Product - Service System and Design for Experience, whose focus will be the approach of Jordan (1999) with regard to the concept of "product personality". Thus , through an experimental research - carried out on the basis of sound stimuli arising from the interaction between different types of soles and floors , we intended to understand the relationship between sound and the personality of the object “high heel shoes”. These perceptions may contribute to the design of retail stores, as the sound interaction between these shoes with different types of floors can be seen as a trigger for positive experiences. The results indicate that it is possible to manipulate the personality of the product by sounds coming from the interaction between the materials used in it and in the environment. Thus, this study reinforces the importance of sound as a dimension capable of assigning personalities to the product, brokering and favoring therefore the experience involved in the iteration user-product-environment.

Submitted by Maicon Juliano Schmidt (maicons) on 2015-04-24T14:10:54Z No. of bitstreams: 1 Daniel Prujá.pdf: 3457554 bytes, checksum: c30ff99daedc1326eb7fcfa0181a4536 (MD5) / Made available in DSpace on 2015-04-24T14:10:54Z (GMT). No. of bitstreams: 1 Daniel Prujá.pdf: 3457554 bytes, checksum: c30ff99daedc1326eb7fcfa0181a4536 (MD5) Previous issue date: 2013-01-31 / CAPES - Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / O objetivo desta dissertação de mestrado é discutir de que forma o Design Estratégico pode contribuir para evitar as experiências negativas relacionadas à comunicação verbal de estrangeiros não falantes da Língua Portuguesa no território brasileiro. O objeto de pesquisa é caracterizado pela oferta de turismo, considerando a sua afinidade de objeto de oferta como um Sistema Produto (que é o objeto de projeto do Design Estratégico), somado a sua característica como oferta mercadológica de experiência. Neste contexto, propõe-se um Sistema Produto Experiencial (SPE), um objeto de projeto que consiste na elaboração de uma oferta sistêmica entre produto, serviço, comunicação e distribuição, focada na experiência do usuário. Sua base encontra-se, além do Design Estratégico, na abordagem do Design e Emoção (uma abordagem focada no design para experiência através da análise das emoções do usuário). Para a elaboração do proposto SPE, foi estruturada uma pesquisa quantitativa ex-post-facto, com o objetivo de identificar os contextos em que os estrangeiros vivenciaram experiências negativas na comunicação verbal, mensurar a valência emocional dessas experiências negativas, e compreender sobre as suas causas. A análise deste diagnóstico sobre a experiência do usuário permitiu elaborar um conjunto de diretrizes projetuais para a discussão do potencial que um SPE oferece para evitar as experiências negativas deste público pesquisado. Conclui-se que a análise da experiência do usuário, materializada no SPE, ou seja, um sistema de oferta formulada pela estratégia de design focado na experiência do usuário, pode contribuir para evitar experiências negativas no contexto dos estrangeiros pesquisados. / This dissertation aims to discuss how the Strategic Design can help to avoid the negative experiences related to foreigners verbal communication who do not speak the Portuguese language in Brazil. The object of research is based on the tourism provision due to its affinity with the Product Service System (which is the project object of Strategic Design), plus its characteristic as marketing offer experience. In this context, it is proposed an Experiential Product Service System (EPSS), which is an object of design that consists in developing a systemic offer of product, service, communication and distribution, focused on the user's experience. Its basis, beyond the Strategic Design, is found in an approach focused on Design and Emotion (a focused approach to design for experience by analyzing the user's emotions). For the elaboration of the EPSS, a quantitative research ex-post-facto has been structured, in order to identify the contexts in which foreigners have faced negative experiences in verbal communication, measure the emotional valence of these negative experiences, and understand its causes. The analysis of this diagnosis on the user's experience, enabled to develop a set of project design guidelines for the discussion of the potential that an EPSS provides to avoid the negative experiences of the searched public. It has been concluded that the analysis of the user's experience, embodied in the EPSS, that is, a system formulated by offering design strategy focused on user's experience, can contribute to avoid negative experiences in the context of foreigners surveyed.

Volvo Trucks: A Trucker's Pride   The North American trucking industry is in decline. By 2014, the United States is projected to be short 110,000 drivers (Wikipedia). The hardest hit segment is the long-haul sector, due to the difficult lifestyle of the long-haul trucker. Drivers experience long periods of time away from home, mediocre pay, and “miserable” working conditions. In order to revive the struggling industry and refresh the lifeblood of our civilization, the long-haul trucker lifestyle must be made more appealing. This project is a study into how to make the North American Long-Haul trucker lifestyle appealing to future trucker generations through both interior and exterior design.   In-depth research found that emotional needs of American long-haul truckers are not being met.  Emotional needs are directly linked to the concept of “quality of life”. Therefore, increasing the trucker’s quality of life would help truckers meet their emotional needs and thus help revive the North American trucking industry. Through interviews and questionnaires, pride was determined to be the key emotional need of the American Trucker. These interviews revealed that the best method to appeal to this key emotional need was to rethink the exterior form. It was decided that a design sculpture should be used to illustrate the concept of emotionally appealing transportation. For the interior design, research showed that a trucker’s fundamental human needs were not being met aboard the truck. Expanding the living space on-board and providing truckers access to their basic human needs allow people to truly live life on the road.   The Volvo Vision Long-Haul (VLH) helps future truckers take pride in themselves and their lifestyles. Pride comes from the aesthetics of assertive strength and the confident stance of the vehicle. A higher seating position gives drivers a commanding view of the road and the use of noble materials helps drivers feel they live in a quality environment. Onboard, the Volvo VLH maximizes interior space, providing enough room for a trucker to live life on the road.  To meet basic human needs, the truck has a shower and toilet onboard, along with a kitchen complete with stove and sink. The lofted bedroom offers feelings of exclusivity and expands upward when the vehicle is parked. This unique expanding space is accessed via a spiral staircase, which stores neatly away when not in use. The Volvo VLH meets the emotional needs of the American long-haul trucker, making the lifestyle appealing to future generations.

No description available.

[pt] O uso da energia solar fotovoltaica como fonte para geração/consumo de energia elétrica traz benefícios sob diversas perspectivas, desde a financeira até o estímulo à geração de emprego, passando pela questão ambiental. Mesmo assim, ainda não há amplo engajamento dos cidadãos para geração solar em suas residências devido ao caráter inovador do produto-serviço, que deixa dúvidas nas pessoas. Dado esse quadro, propusemos a especificação de um serviço de apoio a tomada de decisão para adesão à Geração Distribuída Fotovoltaica (GDFV). O design para apoio a tomada de decisão do cidadão para a GDFV deve considerar os diversos motivos que influenciam a decisão das pessoas. Os atributos que influenciam os cidadãos no processo decisório foi o objeto de estudo. Como metodologia, efetuamos pesquisa documental e bibliográfica sobre o contexto da GD em alguns países e o estado da arte no Brasil, discutimos o novo significado que a geração distribuída trouxe para o cenário energético a partir da gestão da inovação e principalmente pelo Design Drive-Innovation (VERGANTI, 2012). Realizamos entrevistas exploratórias semiestruturadas e aplicamos um questionário para ampliar a lista de atributos influenciadores numa amostragem não probabilística por conveniência. Os resultados nos permitiram construir um Mapa de Atributos, que são os fatores chave do processo decisório. Utilizamos uma série de técnicas do Design da Serviços para modelagem de um serviço de apoio à tomada de decisão (SATD). Ancorado em plataforma web, o SATD permitirá a união de oferta e demanda a partir de um autodiagnóstico do cidadão, conduzindo-o ao modelo de negócio mais aderente ao seu perfil. / [en] The use of photovoltaic solar energy as a source for the generation/consumption of electric energy brings benefits from different perspectives, from financial perspectives to encouraging job creation, including environmental issues. Even so, there is still no broad engagement of citizens for solar generation in their homes due to the innovative nature of the product-service, which leaves people with doubts. Given this situation, we proposed the specification of a decision-making support service for joining the Photovoltaic Distributed Generation (GDFV). The design to support citizen decision-making for the GDFV must consider the various reasons that influence people s decision. The attributes that influence citizens in the decision-making process was the object of study. As a methodology, we carried out documentary and bibliographic research on the context of DG in some countries and the state of the art in Brazil, we discussed the new meaning that distributed generation brought to the energy scenario from the management of innovation and mainly through Design Drive-Innovation. (VERGANTI, 2012). We conducted semi-structured exploratory interviews and applied a questionnaire to expand the list of influencing attributes in a nonprobabilistic convenience sample. The results allowed us to build a Map of Attributes, which are the key factors in the decision-making process. We use a series of Service Design techniques to model a decision support service (SATD). Anchored in a web platform, the SATD will allow the union of supply and demand based on a self-diagnosis of the citizen, leading him to the business model that is most adhering to his profile.

This report presents a master’s degree project in Integrated Product Design at KTH Royal Institute of Technology in Stockholm, on behalf of the company Rawbike. The purpose was tod evelop a design and construction proposal for a cargo bike from a strategic market perspective, that could broaden the audience of Rawbike to include more female users. The Rawhauler is a powerful cargo bike with attitude for those who need an agile, multifunctional and modular cargo solution. The Rawhauler makes it possible to carry heavyloads and climb the steepest of hills while having a pleasant biking experience in crowded commuter traffic. Literature studies and strategic tools were used to design a branding strategy where a smallcompany like Rawbike can develop a strong brand to stand out in the crowd. User centredstudies were conducted to ensure a product well adapted to the needs and wants of its users. The insights gained from these two fields were then used to develop a competitive concept thatboth extended the existing portfolio and appealed to the whole Rawbike community, regardlessof gender. / I denna rapport redovisas ett examensarbete på mastersnivå inom utbildningen Teknisk Design på Kungliga Tekniska Högskolan i Stockholm, på uppdrag av företaget Rawbike. Syftet med projektarbetet var att skapa ett marknadsstrategiskt design- och konstruktionsförslag på en lastcykel som skulle kunna bredda Rawbikes befintliga publik och inkludera fler kvinnliga användare. Rawhaulern är en kraftfull lastcykel med attityd för dig som behöver en smidig, multifunktionell och anpassningsbar lastlösning. Rawhaulerns möjliggör för att kunna ta rejält med last där du kan bestiga även de brantaste av backar och ha en härlig cykelupplevelse i trång cykelpendlingstrafik. Litteraturstudier och marknadsstrategiska verktyg användes för att utforma en varumärkesstrategi där ett litet företag som Rawbike kan sticka ut ur mängden med ett starktvarumärke. Användarcentrerade studier genomfördes för att kunna skapa en produkt välförankrad i användarens behov och begär. Insikterna från dessa två områden användes sedan för ta fram ett konkurrenskraftigt koncept som både utökade befintlig produktportfölj och kunde gå hem hos alla, oavsett kön, i Rawbikes community.

[ES] La participación de las micro, pequeñas y medianas empresas (MiPymes), es vital para el crecimiento y desarrollo sostenido de la economía de un país, en el Ecuador representan el 99,51% del total de empresas, por lo que se busca entender y difundir la importancia que tiene la integración del diseño en la estructura empresarial ecuatoriana para generar productos con valor agregado, que puedan llegar a mercados internacionales, ya que, a pesar de ser una actividad reconocida por muchas Pyme, todavía existe desconocimiento de lo que es, significa y aporta realmente el diseño ya que constituye un campo poco explorado y difundido en el contexto ecuatoriano. La investigación tiene un enfoque cualitativo. Los datos secundarios corresponden a un análisis bibliográfico referente al Diseño, la Gestión y la Innovación. Mientras que, los datos primarios se recolectaron en primera instancia a través de una encuesta realizada a 14 MiPymes del sector manufacturero de alimentos y bebidas de la Zona 9 - Distrito Metropolitano de Quito, que se encuentran exportando en la actualidad entre una y cuatro líneas de productos de manera permanente, con el objetivo de entender la perspectiva de la empresa frente al diseño y su nivel de integración; posterior a ello se hizo un acercamiento mediante una entrevista en profundidad que permitió conocer datos particulares respecto de las líneas de productos que se desarrollan, los productos que se exportan y las modificaciones que se implementan a fin de llegar a los diferentes lugares de destino. De igual manera se contó con la colaboración de la Subsecretaría de MiPymes y Artesanías del Ministerio de Producción Comercio Exterior Inversiones y Pesca, quienes asesoran a las MiPymes en su proceso de internacionalización y facilitaron datos técnicos respecto a las normativas alimentarias vigentes es los diferentes países. La presente tesis propone una lista de factores que se consideran idóneos para implementarse en los productos alimenticios que buscan ser exportados, a fin de generar valor agregado y favorecer la competitividad en el mercado. Es vital el conocimiento y aplicación de las normativas de etiquetado, así como la vinculación permanente del diseño en la estructura de la empresa ya que en la actualidad no se considera una actividad primordial dentro de la organización, y sólo se emplea al final del proceso productivo para la resolución de la parte estética del producto. / [CA] La participació de les micro, petites i mitjanes empreses (MiPymes), és vital per al creixement i desenvolupament sostingut de l'economia d'un país, a l'Equador representen el 99,51% del total d'empreses, per la qual cosa es busca entendre i difondre la importància que té la integració del disseny en l'estructura empresarial equatoriana per a generar productes amb valor agregat, que puguen arribar a mercats internacionals, ja que, malgrat ser una activitat reconeguda per moltes Pime, encara existeix desconeixement del que és, significa i aporta realment el disseny ja que constitueix un camp poc explorat i difós en el context equatorià. La investigació té un enfocament qualitatiu. Les dades secundàries corresponen a una anàlisi bibliogràfica referent al Disseny, la Gestió i la Innovació. Mentre que, les dades primàries es van recol·lectar en primera instància a través d'una enquesta realitzada a 14 MiPymes del sector manufacturer d'aliments i begudes de la Zona 9 - Districte Metropolità de Quito, que es troben exportant en l'actualitat entre una i quatre línies de productes de manera permanent, amb l'objectiu d'entendre la perspectiva de l'empresa enfront del disseny i el seu nivell d'integració; posterior a això es va fer un acostament mitjançant una entrevista en profunditat que va permetre conéixer dades particulars respecte de les línies de productes que es desenvolupen, els productes que s'exporten i les modificacions que s'implementen a fi d'arribar als diferents llocs de destinació. D'igual manera es va comptar amb la col·laboració de la Sotssecretaria de MiPymes i Artesanies del Ministeri de Producció Comerç Exterior Inversions i Pesca, els qui assessoren les MiPymes en el seu procés d'internacionalització i van facilitar dades tècniques respecte a les normatives alimentàries vigents és els diferents països. La present tesi proposa una llista de factors que es consideren idonis per a implementar-se en els productes alimentosos que busquen ser exportats, a fi de generar valor agregat i afavorir la competitivitat en el mercat. És vital el coneixement i aplicació de les normatives d'etiquetatge, així com la vinculació permanent del disseny en l'estructura de l'empresa ja que en l'actualitat no es considera una activitat primordial dins de l'organització, i només s'empra al final del procés productiu per a la resolució de la part estètica del producte. / [EN] The participation of micro, small and medium-sized enterprises (MSMEs) is vital for the sustained growth and development of a country's economy. In Ecuador they represent 99.51% of the total number of companies, so we seek to understand and disseminate the importance of integrating design in the Ecuadorian business structure to generate value-added products, Despite being an activity recognized by many SMEs, there is still a lack of knowledge about what design is, what it means and what it really contributes, since it is a field that has been little explored and disseminated in the Ecuadorian context. The research has a qualitative approach. The secondary data corresponds to a bibliographic analysis on Design, Management and Innovation. While, the primary data were collected in the first instance through a survey of 14 MSMEs in the food and beverage manufacturing sector of Zone 9 - Metropolitan District of Quito, which are currently exporting between one and four product lines on a permanent basis, in order to understand the company's perspective on design and its level of integration; after that, an in-depth interview was carried out in order to know particular data regarding the product lines that are developed, the products that are exported and the modifications that are implemented in order to reach the different destinations. The Undersecretariat of MSMEs and Handicrafts of the Ministry of Production, Foreign Trade, Investment and Fishing also collaborated with the company, advising MSMEs in their internationalization process and providing technical data on the food regulations in force in the different countries. This thesis proposes a list of factors that are considered ideal to be implemented in food products that seek to be exported, in order to generate added value and promote competitiveness in the market. It is vital the knowledge and application of labeling regulations, as well as the permanent linking of design in the structure of the company since at present it is not considered a primary activity within the organization, and it is only used at the final of the productive process for the resolution of the aesthetic part of the product. / Bravo Donoso, D. (2022). La importancia del diseño en el desarrollo de productos con valor agregado para su internacionalización, en el sector manufacturero - alimentos y bebidas - de la Zona 9 del distrito metropolitano de Quito (Ecuador) [Tesis doctoral]. Universitat Politècnica de València. https://doi.org/10.4995/Thesis/10251/186302 / TESIS

Det finns mycket tidigare forskning och litteratur om hur design som kommunikationsmedel kan tillämpas i praktiken, både genom estetisk och strategisk design. Däremot framgår inte huruvida tillämpningen av design som kommunikationsmedel är branschspecifik eller generellt gällande för företag oavsett bransch. Företag kan nyttja design som ett kommunikationsmedel för att kommunicera sin varumärkesidentitet till konsumenterna så att deras syn på imagen blir likställd med identiteten. Då når företaget ett starkt varumärke uppsatsens definition. Syftet med denna uppsats är att undersöka och jämföra hur företag inom olika branscher kan nyttja design, i form av estetisk och strategisk design, med avsikt att kommunicera sin varumärkesidentitet till sina konsumenter och skapa ett starkt varumärke. Uppsatsen är av kvalitativ karaktär och består av individuella intervjuer och fokusgrupper. De individuella intervjuerna och fokusgrupperna har gjorts med centrala personer från valda företag, designsamarbetspartners samt med företagens konsumenter. Uppsatsens insamlade data har analyserats med en modifiering av the Corporate branding model som teoretiskt ramverk. Denna teori har i sin tur kompletterats med modellerna och teorierna Kapferers varumärkesidentitetsprisma, design thinking och Lockwoods kategorier för att mäta värdet av estetisk design. I slutdiskussionen jämförs hur nyttjandet och effekten av estetisk och strategisk design som kommunikationsmedel skiljer sig åt mellan två företag inom olika branscher och huruvida det faktum att de är verksamma inom olika branscher påverkar. Nyttjandet av design thinking skilde sig åt då serviceföretaget (Sturehof) nyttjade det genomgående medan produktföretaget (Svenskt Tenn) inte nådde fram med kommunikation genom design thinking. Effekten av design thinking gick inte att jämföra då nyttjandet skilde sig åt. Nyttjandet av estetisk design skilde sig ytterst lite åt mellan de olika företagen, men effekten skilde sig åt. Författarnas förklaring till detta är att konsumenterna inte ställer lika höga krav och inte förväntar sig samma grad av estetisk design på en restaurang som de gör på en inredningsbutik. Design hos ett produktföretag inom inredningsbranschen anses vidare som en självklarhet, men hos ett tjänsteföretag inom restaurangbranschen anses det vara en konkurrensfördel. Sammanfattningsvis menar författarna att denna undersökning visat att design, oavsett bransch, bör nyttjas i sin helhet med såväl strategisk som estetisk design för att nå ett starkt varumärke. / There is a lot of research and literature on how design, both aesthetic and strategic, can be applied in practice as a communication tool. However, the research and literature does not clarify whether the application of design as a communication tool is industry specific or generally valid for all types of companies. Companies can use design as a communication medium to communicate their brand identity to consumers, so that their view of the brand image becomes equated with the brand identity. If they succeed, the company reaches a strong brand. The purpose of this thesis is to examine and compare how companies in different industries can use design, in the form of aesthetic and strategic design, with the intention to communicate their brand identity to its consumers and to create a strong brand. The thesis is qualitative in nature and consists of individual interviews and focus groups. The individual interviews and focus groups were conducted with key persons from selected companies, their design partners and their customers. The collected data were analysed using a modification of the Corporate branding model and other, more specific, models and theories as a theoretical framework. In the final discussion the authors compare if the use and effect of aesthetic and strategic design as a communication tool differ between companies in different industries, and whether the fact that they operate in different industries has an effect. The use of strategic design and design thinking was different, since the service company (Sturehof) used it consistently, while the product company (Svenskt Tenn) didn’t reach out with communication through design thinking. The effect was not compared since the use differed. The use of aesthetic design differed little between the various companies, but the effect differed more. The authors' explanation for this is that consumers do not set equally high standards and expect the same degree of aesthetic design in a restaurant as they do at a furniture store. Design of a product company in the interior decorating industry was considered as a natural concept, but design of a service company in the restaurant industry was considered a competitive advantage. In conclusion, the authors mean that this thesis demonstrated that design, regardless of industry, should be used in its entirety with both strategic and aesthetic design to achieve a strong brand.