Food products have always been designed, but usually not consciously. Even when design has been part of the process, it has often been restricted to considerations of packaging, logos, fonts and colors.
But now design is impacting more dramatically on the complex web that makes up our food supply, and beginning to make it better. Ways of thinking about design have broad applications and are becoming central to how companies compete. To succeed, food designers need to understand consumers and envision what they want, and to use technology and systems to show they can deliver what has been envisioned. They also need to understand organizations in order to make innovation happen in a corporation.
The authors of this book argue that design has been grossly underestimated in the food industry. The role of design in relation to technology of every kind (materials, mechanics, ingredients, conversion, transformation, etc.) is described, discussed, challenged and put into proper perspective. The authors deftly analyze and synthesize complex concepts, inspiring new ideas and practices through real-world examples. The second part of the book emphasizes the role of innovation and how the elements described and discussed in the first parts (design, technology, business) must join forces in order to drive valuable innovation in complex organizations such as large (and not so large) food companies.
Ultimately, this groundbreaking book champions the implementation of a design role in defining and executing business strategies and business processes. Not only are designers tremendously important to the present and future successes of food corporations, but they should play an active and decisive role at the executive board level of any food company that strives for greater success.
Table of Contents
Author Biographies
Forewords
Acknowledgements
Chapter 1 Design & Technology
1.1 All is Flowing - πÜντα ῥεῖ
1.2 How Design Influences our Lives: Form and Function
1.3 The HGTV Effect
1.4 Design in the Food Industry
1.5 The Role of Product Design in the Food Industry
1.6 Conclusions
1.7 Topics for Further Discussion
Chapter 2 Design: From Object to Process
2.1 The Expanding Role of Design
2.2 Why Now? Drivers of Change = The Industry Shifts + Design Expands
2.3 Being Design Driven / Icons at the Intersection of Business and Design
2.4 The Value of the Designer / A New Mindset
2.5 The Era of the Design Entrepreneur
2.6 Design Impact: Making / Meaning / Transforming
2.7 The Future of Meaningful Product Experiences / Design Delivers
2.8 Creating Meaningful Food Experiences
2.9 Conclusions
2.10 Topics for Further Discussion
Chapter 3 How Food Companies use Technology and Design
3.1 Form & Function in Action
3.2 Importance of Design in the Consumer Goods Industry
3.3 The Role of Technology and Design in Packaging Innovation and Renovation
3.4 Conclusions
3.5 Topics for Further Discussions
Chapter 4 Design and Technology in Academia: A New Approach
4.1 From the Beginnings to Today
4.2 The Sponsored Project: Redefining Products, Experiences, Brands and Systems
4.3 The Expanding Role of Design / Business Being Design Driven + Design Being Business Driven
4.4 From “Multi-Discipline” to “Über-Multi-Discipline” and the Future of “Design+”
4.5 Preparing the Next Generation of innovators / The Experience Portfolio
4.6 New Ventures in Design Education / From Non-Profit to For-Profit
4.7 The Future of Design and Technology in Academia: New Models / New Schools / New Programs
4.8 Conclusions
4.9 Topics for Further Discussion
Chapter 5 Design and the Business World
5.1 Design – The Helper for Business and Technical
5.2 Design – The Connector of Business Elements
5.3 The “N-Dimensional Design Space” in the Business Environment
5.4 Typical and Desirable Business Interactions Inside today’s Consumer Goods Industry
5.5 Design – The Enabler for Logistics and Supply Chain
5.6 Design as Counterfeit Fighter
5.7 The Way Forward – “Down-to-Earth-Design”
5.8 The Future: Design is Management
5.9 Conclusions
5.10 Topics for Further Discussion
Chapter 6 The Corporate Reality in a Changing World
6.1 The Decision Makers in our Society – A “New Order”
6.2 The Decision Makers and Takers in the Corporate Environment
6.3 Some Historic Lessons in Complexity Building
6.4 The Profit Margin Race
6.5 Venture Capital (VC): Decision Makers become Risk Averters
6.6 Utopia: From Old Reality to a New Reality?
6.7 Conclusions
6.8 Topics for Further Discussion
Chapter 7 Design and Technology – Innovation is the Connector
7.1 Design – Beyond Connecting Business Elements
7.2 How Companies Define their Business Strategies: a short Historic Perspective
7.3 From Strategy to Action
7.4 Design as an Integral Part of Business Plans and Marketing Strategies: A Possible Reality?
7.5 Innovation as Connector of Technology and Design
7.6 Innovation in Design and Technology can Influence how the Food Industry Operates
7.7 How Commitment to Innovation can Influence the Corporate Environment: A First Glimpse
7.8 Conclusions
7.9 Topics for Further Discussion
Chapter 8 Innovation Understood
8.1 Innovation and Creativity – The Four Stages of Value Creation
8.2 People and Attitudes
8.3 How to be an Innovator in the Food Industry
8.4 Innovations and Inventions in Food and Beverages: A Short Historic Overview
8.5 Where and When does Innovation Begin?
8.6 The People in the Food Industry
8.7 Commitment to Innovation
8.8 Conclusions
8.9 Topics for Further Discussion
Chapter 9 Nurturing the Innovators
9.1 “People are our Most Important Assets”
9.2 How the Right People are Best Supported : Define Values
9.3 Continuous Learning
9.4 How can Design Contribute to Continuous Learning?
9.5 Supporting Innovators in Driving their Innovations through Complex Organizations
9.6 The Secret of Sharing
9.7 Personal Nurturing Tools
9.8 Conclusions
9.9 Topics for Further Discussion
Chapter 10 The Innovation Tools
10.1 From Rituals to Innovation Tools
10.2 The Innovation Environment
10.3 From Brainstorming to Creative Problem Solving (CPS)
10.4 The Divergence – Convergence Pain
10.5 FastPack – A Brainstorming Exercise Specially Designed for Packaging Development
10.6 The Idea Store
10.7 Inside the Box
10.8 Conclusions
10.9 Topics for Further Discussion
Chapter 11 From Open Innovation to Partnerships
11.1 From Open Innovation to Partnerships – A Logical Transition
11.2 The Creation of the Innovation Partnership Model
11.3 How to Deal with Intellectual Property in Innovation Partnerships?
11.4 Turning Partnerships into Successful and Sustainable Endeavors
11.5 The Future of Open Innovation and Innovation Partnerships
11.6 Conclusions
11.7 Topics for Further Discussion
Chapter 12 The Power of Networking: What the food industry can learn from Silicon Valley?
12.1 Introduction
12.2 Hi, I am a Connections Explorer
12.3 Formal Approaches to Innovation Partnerships
12.4 But how does Somebody become a Networker or Connector or a Connections Explorer?
12.5 The Power of Networking – Networking Principles
12.6 Silicon Valley and its Eco-system
12.7 What about Food & Tech Incubators / Accelerators / Co-Working Spaces in the U.S. and the San Francisco Bay Area?
12.8 Food Incubators and Accelerators outside of Silicon Valley
12.9 What else does the Food Industry borrow from Silicon Valley?
12.10 A Food Revolution Beyond Silicon Valley
12.11 Funding Good Design is now Officially Mainstream
12.12 Who are the Food & Design Startup Players?
12.13 Conclusions
12.14 Topics for Further Discussion
Chapter 13 What was it all About? An Attempt of a Conclusion
13.1 A Few Moments in the Life of Manny Middle
13.2 From Field to Fork (Illustrations by “pecub”)
13.3 Manny Middle Discovers the Role of Design
13.4 Minnie Middleton Takes a Closer Look at the Role of Technology and Discovers the Concept of Supplier Partners
13.5 Minnie Middleton Discovers the Role and Value of Innovation in her Company
13.6 Minnie Middleton and Manny Middle Discover the Power of Networking and travel to Silicon Valley
13.7 Epilogue – The Questionnaire
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