Abstract :
Few subjects in engineering are as important and as neglected as design. The author appeals for a revolution in managing product design. Although the supporting evidence is not as well researched as one would like, there seems little doubt that product design and its management are often grey areas in industry where good management practice is under-used. Conversely, the benefits on offer from adopting such practices are worthwhile and provide an excellent opportunity to gain an edge on global competition. But, if we do too little too late, we face the threat that others will gain an equivalent edge over us. Having initiated revolutions in management of manufacturing. quality and marketing, industrial managers should now embark on a fourth revolution-this time in the management of product design and development
