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Industrial Design: The Leading Edge of Product Development for World Markets

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Susan Walsh Sanderson, Associate Professor, Rensselaer Polytechnic Institute; Vic Uzumeri, Assistant Professor, Department of Management, Auburn University


Sony's success in global markets is renowned. In analyzing certain factors contributing to this enviable track record, Susan Sanderson and Vic Uzumeri describe how design at Sony is organized to be responsive to different markets. The interesting conclusi




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