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Designare ??Designing the meaning as a way to the local competitivenes?? -ISA2014

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Gabriella Martins
Gabriella Martins

This document discusses the relationship between meaning, design discourse, and competitive advantage. It analyzes Pernambuco's production clusters and finds their ability to create meaning and competitive value is limited. By mapping actors and relationships, it determines Pernambuco currently lacks the complex, heterogeneous interactions or "buzz" needed for robust design discourse. Several initiatives aim to foster an environment where innovation can emerge through design-driven processes, but more work remains to fully develop this paradigm in Pernambuco's economy.

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Designare Designing the meaning as a way to the local competitivenes Gabriella Martins - Msc Design student UFPE Leonardo Castillo- PhD. Professor, UFPE Recife 2013
Significado Meaning & Aglomera??es Competitivas Competitive Aglomerations
Meaning theories ( Grosch, 1970/ Gotzsch,2000/Krippendor, 1989...) ¡°Design-Driven Innovation¡± (Verganti, 2009) ¡°Buzz: the economic force of the city¡± (Storper & Venables , 2002)
Symbolic value, Design and Competitiveness
Meaning & Myth (Barthes & Baudrillard Meaning as function(Jochem Gros) De+signare (Krippendorff)
Gros : Product Language Theory of Product Language (Jochem Gros) Product Structure Product Message Semiotic Function Indicative Function Symbolic Function Formal-Aesthetic Function Based on the Functionality of the Product Based on culture ( imaginary and repertoire) Based on - Order and Complexity - Additive, integrative Objective: Understand the Product(Product Information) Objective: Report on the Objective: Product¡¯s aesthetic appreciation product owner Direct Symbols Product Symbols (Association Subjective (taste, perception
"The objects have to fulfill their functions, but the emotional function is more important" Alberto Alessi
Innovation of Meaning and Competitiveness
Competitive Advantages (Barney, 1991) - Valuable- to exploit opportunities and neutralize their environmental threats; - Rare- when very few or none of the existing and potential competitors the industry have it; - Inimitable -difficult to imitate by competitors; - Irreplaceable- by other equivalent resources that can be exploited for implement the same strategy
DDI - Value Model (Verganti,2009)
Environment for Projectual Emergence
Design Discourse: ¡°a process of informal and diffuse research and experimentation - similar to a collective discussion between actors of several areas that co-share interest to understand the changes in society, culture and technology... A research process in 360 degrees about the possible meaning of things¡± (Verganti, 2009, 122-126)
Design Discourse + BUZZ Collective of diffuse interactions that allow the flow of information through networks, and emergence of innovation.
Design Discourse Advantage to individual companies strategy X BUZZ Advantage to agglomeration (ie cities) economy.
BUZZ main motto: Face to Face as the main communication technology among the social actors. Transmit Complex Discourse (and information spillover) More quality -> ¡°in-groups¡± (resultant ¡°elite¡±) More Commitment (trust based relation overcome other relational incentives)
BUZZ/D-D= Heterogeneous , Complex and connected (in and out)
Pernambuco¡¯s Case
Stage1 Understand the Pernambuco¡¯s production - Using official documents and other support article, we¡¯ve mapped local production and analysed if the ¡°signification process¡± were a competitive advantage. Stage2 Mapping actors and interpreters - Besides the use of documents and support articles, we¡¯ve used ethnographic techniques and interviews in order to understand the relationships between the actors and interpreters. Stage3 Analyze strategic projects - We researched impactful strategic projects (whether federal, state, municipal or even private), and others initiatives that could encourage the development of design-discourses and Buzz.
Stage 1 Clusters Signification = little or no competitive value Hinterland - Product or Services Clusters: Viticulture, Gypsum, Clothing and Furniture. Coast - Petrochemical, Pharmaco, Naval MetalMechanical, Logistic, Touristic (South Coast), Cacha?a and Hardware. State¡¯s Capital (Recife)- Medical, gastronomy and ICT
Stage 2 After analyzing the interaction between actors and possible interpreters...
Stage 2 BUZZ / DESIGNDISCOURSE A little F2F, in Recife a Buzz begining but yet Homogeneous
Stage 3 Plans Brazil Creative Plan Science Without Borders Bigger Brazil Pernambuco 2035 Marco Pernambucano Porto Media In progress... Initiatives April pro Rock Coquetel Molotov Recife Fashion & Music Music Port Fenearte TEDx Movimento HotSpot CampusParty Manguezal IxDA South America
Conclusions New paradigm to Environment (Innovation Emergence -> Economic Development) Pernambuco = No Buzz or D-D We can observe an effort that might result on it
Obrigada! gabriella@gabriellamartins.com

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Designare ??Designing the meaning as a way to the local competitivenes?? -ISA2014

  • 1. Designare Designing the meaning as a way to the local competitivenes Gabriella Martins - Msc Design student UFPE Leonardo Castillo- PhD. Professor, UFPE Recife 2013
  • 3. Meaning theories ( Grosch, 1970/ Gotzsch,2000/Krippendor, 1989...) ¡°Design-Driven Innovation¡± (Verganti, 2009) ¡°Buzz: the economic force of the city¡± (Storper & Venables , 2002)
  • 5. Meaning & Myth (Barthes & Baudrillard Meaning as function(Jochem Gros) De+signare (Krippendorff)
  • 6. Gros : Product Language Theory of Product Language (Jochem Gros) Product Structure Product Message Semiotic Function Indicative Function Symbolic Function Formal-Aesthetic Function Based on the Functionality of the Product Based on culture ( imaginary and repertoire) Based on - Order and Complexity - Additive, integrative Objective: Understand the Product(Product Information) Objective: Report on the Objective: Product¡¯s aesthetic appreciation product owner Direct Symbols Product Symbols (Association Subjective (taste, perception
  • 7. "The objects have to fulfill their functions, but the emotional function is more important" Alberto Alessi
  • 8. Innovation of Meaning and Competitiveness
  • 9. Competitive Advantages (Barney, 1991) - Valuable- to exploit opportunities and neutralize their environmental threats; - Rare- when very few or none of the existing and potential competitors the industry have it; - Inimitable -difficult to imitate by competitors; - Irreplaceable- by other equivalent resources that can be exploited for implement the same strategy
  • 10. DDI - Value Model (Verganti,2009)
  • 12. Design Discourse: ¡°a process of informal and diffuse research and experimentation - similar to a collective discussion between actors of several areas that co-share interest to understand the changes in society, culture and technology... A research process in 360 degrees about the possible meaning of things¡± (Verganti, 2009, 122-126)
  • 13. Design Discourse + BUZZ Collective of diffuse interactions that allow the flow of information through networks, and emergence of innovation.
  • 14. Design Discourse Advantage to individual companies strategy X BUZZ Advantage to agglomeration (ie cities) economy.
  • 15. BUZZ main motto: Face to Face as the main communication technology among the social actors. Transmit Complex Discourse (and information spillover) More quality -> ¡°in-groups¡± (resultant ¡°elite¡±) More Commitment (trust based relation overcome other relational incentives)
  • 18. Stage1 Understand the Pernambuco¡¯s production - Using official documents and other support article, we¡¯ve mapped local production and analysed if the ¡°signification process¡± were a competitive advantage. Stage2 Mapping actors and interpreters - Besides the use of documents and support articles, we¡¯ve used ethnographic techniques and interviews in order to understand the relationships between the actors and interpreters. Stage3 Analyze strategic projects - We researched impactful strategic projects (whether federal, state, municipal or even private), and others initiatives that could encourage the development of design-discourses and Buzz.
  • 19. Stage 1 Clusters Signification = little or no competitive value Hinterland - Product or Services Clusters: Viticulture, Gypsum, Clothing and Furniture. Coast - Petrochemical, Pharmaco, Naval MetalMechanical, Logistic, Touristic (South Coast), Cacha?a and Hardware. State¡¯s Capital (Recife)- Medical, gastronomy and ICT
  • 20. Stage 2 After analyzing the interaction between actors and possible interpreters...
  • 21. Stage 2 BUZZ / DESIGNDISCOURSE A little F2F, in Recife a Buzz begining but yet Homogeneous
  • 22. Stage 3 Plans Brazil Creative Plan Science Without Borders Bigger Brazil Pernambuco 2035 Marco Pernambucano Porto Media In progress... Initiatives April pro Rock Coquetel Molotov Recife Fashion & Music Music Port Fenearte TEDx Movimento HotSpot CampusParty Manguezal IxDA South America
  • 23. Conclusions New paradigm to Environment (Innovation Emergence -> Economic Development) Pernambuco = No Buzz or D-D We can observe an effort that might result on it