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Competing by DesignThe Power of Organizational Architecture$
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David A. Nadler and Michael L. Tushman

Print publication date: 1997

Print ISBN-13: 9780195099171

Published to Oxford Scholarship Online: October 2011

DOI: 10.1093/acprof:oso/9780195099171.001.0001

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PRINTED FROM OXFORD SCHOLARSHIP ONLINE (oxford.universitypressscholarship.com). (c) Copyright Oxford University Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 29 July 2021

The Principles of Design

The Principles of Design

(p.42) (p.43) 3 The Principles of Design
Competing by Design


michael l. tushman

mark b. nadler

Oxford University Press

The Technical Division of Technicon experienced problems in coming up with new products. Examining this case would reveal that the company's key research scientists had experienced a great deal of demoralization and had even resorted to working for the company's competitors. John Whitehead, then head of the Technical Division, had to learn, however, that finding solutions to such problems involves more than just restructuring the business organization without understanding its complexities. This chapter looks into the design decisions that managers have to face, concentrating particularly on design's role in the general organizational model. It also identifies design's fundamental elements, and which modes of designs are appropriate for various situations.

Keywords:   Technical Division, Technicon, John Whitehead, business organization, organizational model, design

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