Professor Dr. Peter Zec as design expert in Taiwan

Early in December 2009 Professor Dr. Peter Zec again travelled to Asia, in order to give a lecture as a design expert. At the Xue Xue Institute in Taipei he explained in his lecture “Good Design is Good Business” why design creates value in the long-term and is one of the key factors for commercial success particularly during a crisis.

The continuous monitoring of companies and designers carried out by the ‘red dot institute for advanced design studies’ shows, according to Zec, that in a direct comparison quality always prevails. Using the examples of selected companies that belong to the “best of the best” in the red dot design award and are leading in their respective market and product segment, Zec explains that design-oriented companies not only survive in a crisis but can even develop better than the relevant market or the industry average. “This observation applies to all companies which are the real leaders in design, which regularly enter design competitions and win awards. In contrast to their competitors they are characterised by high design strength and high design continuity. Thanks to their excellent products they create value for consumers as well as for the company itself,” explains Zec.

In his new book, “Design Value – A strategy for business success", recently published by red dot edition, the design and business expert also deals with this topic. Together with author Burkhard Jacob he examines and comments on different industries and lists the design values of companies such as Apple, Artemide, BMW, Flos, Loewe, and Porsche as examples. This calculation of design values goes hand in hand with the long term observations by the red dot institute, which has pooled the listed companies, the design teams of which have received the honorary title “red dot: design team of the year” in recent years, in a virtual stock basket and has constantly compared their performance with other indices since January 2003. This stock basket includes Adidas, Apple, Audi, BMW, Daimler, LG Electronics, Nokia, Philips, Siemens, Sony and Tupperware. Their performances are combined in the red dot design team index, the market trend of which clearly shows that the index of the companies that have won the title “red dot: design team of the year” has performed markedly better than the “Euro-Stoxx-50” benchmark, for instance.  With the calculation of the design value, the red dot team index and the red dot design ranking, the red dot institute for advanced design studies proves the thesis that “Good Design is Good Business”.

You can order the book Design Value - A strategy for business success here in our bookshop.

For further information on the red dot institute for advanced design studies click the following link: >>red dot institute