Comparative study of product design strategy and related design issues

The design strategies employed by Taiwanese home appliance companies after Taiwan's entry to the World Trade Organization were investigated in a previous study by the authors. That study identified three strategic design groups: a passive-response group, an aggressive-response group, and an R&D-focused group. This study further explores the difference in design strategy-related issues such as product development types, emphasizing features, motivation, and advertising appeal of new product design projects among these three strategic design groups. Analytical results demonstrate that differences exist among the three groups for strategy-related issues.