This thesis describes research into the use of external design expertise by client bodies from a group of developing countries known as Newly Industrialised Countries (NICs). It explores the reasons for using design consultancy companies by NIC clients with particular reference to the operations of British automotive design consultancies. The study was carried outin two stages. The first stage was of an exploratory nature and consisted of a postal survey of 56 British design consultancy companies specialised in product design, and interviews of seven consultants which were chosen from the respondents of the postal survey. As vehicle design and development projects were found to represent a major part of the consultancies' work in NICs, the second stage of the study focused on the automotive industry. Case studies were carried out in four British design consultancies selected from the combined findings of the initial study and a focused literature survey on the automotive industry. The case studies focused on selected vehicle design and development projects as a device to find out about the contribution of design consultancies in the development of firm-level capabilities. The study has identified the use of design consultancy companies as one of the formal technology acquisition mechanisms for NIC clients. Design consultancies provide an alternative mechanism to other technology transfer mechanisms for companies wanting to establish indigenous product design and development capabilities. In addition, an NIC company producing as an original equipment manufacturer (OEM), can receive help in creating its independent product development capacity from design consultancies. Finally, for aspiring NIC companies which aim at entering into the world markets with own brand vehicles, independent consultancies can provide a short-cut in putting together a product of the right quality. A typology of NIC clients is developed. According to this typology, NIC clients suffer from a number of scarcities to varying degrees; for these clients, the reasons why they use design consultancy companies are identified. While some of the reasons appear to be NIC and automotive industry specific, others are applicable to organisations from developed countries and NICs alike representing the general reasoning behind making use of design consultancies. Exporting to the advanced markets was found to be the dominant stimulating factor of design consultancy use by NIC producers in the context of the automotive industry. The study has revealed that design consultancies have a role as agents of learning for NIC clients. The consultancy role changes from 'provider of technology as a package' to 'problem fixer', as the client NIC companies progress in the process of acquiring indigenous capabilities. The findings of the study have also revealed that design consultancies play various roles as marketing agents for exporting NIC companies. These roles are determined by the level of development of client capabilities in terms of export. For example, at an advanced level, design consultancies can be effective in overcoming barriers caused by the lack of positive brand name and country image. In the light of the major findings of the study, a five stage conceptual model is built in the context of the automotive industry. This model identifies patterns of design consultancy use which vary according to the different stages in the development of firm-level capabilities in technology, marketing and design.
| Identifer | oai:union.ndltd.org:bl.uk/oai:ethos.bl.uk:272247 |
| Date | January 2002 |
| Creators | Seecoomar, Judaman |
| Publisher | University of London |
| Source Sets | Ethos UK |
| Detected Language | English |
| Type | Electronic Thesis or Dissertation |
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