Details

Food Industry Design, Technology and Innovation

Institute of Food Technologists Series 1. Aufl.

von: Helmut Traitler, Birgit Coleman, Karen Hofmann
90,99 €
Verlag:	Wiley-Blackwell
Format:	EPUB
Veröffentl.:	15.09.2014
ISBN/EAN:	9781118823439
Sprache:	englisch
Anzahl Seiten:	312

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Beschreibungen

Titelbeschreibung

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.

Inhaltsverzeichnis

Author Biographies xiii Forewords xv Acknowledgements xvii Part 1 THE ROLE OF DESIGN AND TECHNOLOGY IN THE FOOD INDUSTRY 1 Design and technology 3 All is flowing: π ́ αντα ’ρϵ̃ı 3 How design influences our lives: form and function 8 The HGTV effect 10 Design in the food industry 12 Reasonable price 15 Adapted for small families, households with smaller numbers of people 15 Safety 16 Easy to open 17 Easy to see 18 Easy understanding of label claims 19 Easy handling 19 The role of product design in the food industry 20 Conclusions 21 Topics for further discussion 22 References 22 2 Design: from object to process 23 The expanding role of design 23 Why now? Drivers of change = the industry shifts + design expands 24 New platforms / new options 25 Speed to market / direct to market / new retail models 26 Open innovation / systems innovation 27 Creative economy / sharing economy 28 Maker culture / hacker culture / DIY / new craft 28 3D Printing 29 Being design driven: icons at the intersection of business and design 30 The value of the designer: a new mindset 32 The era of the design entrepreneur 33 Design impact: making / meaning / transforming 35 Design as a process of exploration (making) 35 Design as a process of creating relevance (meaning) 36 Design as a catalyst for change (transforming) 37 The future of meaningful product experiences: design delivers 38 Creating meaningful food experiences 38 Conclusions 40 Topics for further discussion 41 References 42 3 How food companies use technology and design 43 Form and function in action 43 Importance of design in the consumer goods industry 46 The role of technology and design in packaging innovation and renovation 48 Food safety, quality & environment 48 Supply chain 53 Suppliers 54 Costs 54 Consumers 55 Customers 60 Manufacturing 62 Conclusions 63 Topics for further discussions 63 References 64 4 Design and technology in academia: a new approach 65 From the beginning to today 65 The sponsored project: redefining products, experiences, brands and systems 67 Design as process for exploration 68 Design as a process for creating relevance 70 Design as a process of transformation 74 The expanding role of design/business being design driven + design being business driven 76 From “multi-discipline” to “über-multi-discipline” and the future of “design +” 77 Preparing the next generation of innovators/the “experience portfolio” 80 New ventures in design education/from non-profit to for-profit 81 The future of design and technology in academia: new models/new schools/new programs 82 Conclusions 85 Topics for further discussion 86 References 87 5 Design and the business world 89 Design: the helper for business and technical 89 Design: the connector of business elements 91 The “n-dimensional design space” in the business environment 92 Typical and desirable business interactions inside today’s consumer goods industry 96 Design: the enabler for logistics and supply chain 98 Design as a counterfeit fighter 101 The way forward: “down-to-earth design” 104 The future: design is management 107 Conclusions 110 Topics for further discussion 111 References 111 6 The corporate reality in a changing world 113 The decision makers in our society: a “new order” 113 The decision makers and takers in the corporate environment 115 Some historic lessons in complexity building 116 The profit margin race 119 Venture capital (VC): decision makers become risk averters 121 Utopia: from old reality to a new reality? 123 Conclusions 130 Topics for further discussion 131 Reference 132 7 Design and technology: innovation is the connector 133 Design: beyond connecting business elements 133 How companies define their business strategies: a short historical perspective 137 From strategy to action 138 The Nestlé example 139 The Unilever example 139 The PepsiCo example 141 The General Mills example 141 The Kraft example 142 Design as an integral part of business plans and marketing strategies: a possible reality? 143 The elements of a typical business plan 143 Innovation as connector of technology and design 145 Innovation in design and technology can influence how the food industry operates 146 Examples from the Nestlé Company 147 Examples from P&G 149 Examples from the Unilever Company 150 How commitment to innovation can influence the corporate environment: a first glimpse 150 Conclusions 151 Topics for further discussion 152 References 153 Part 2 INNOVATION: THE MUCH TALKED ABOUT, YET NOT WELL UNDERSTOOD ELEMENT 8 Innovation understood 157 Innovation and creativity: the four stages of value creation 157 People and attitudes 159 How to be an innovator in the food industry 162 Innovations and inventions in food and beverages: a short historical overview 165 Where and when does innovation begin? 169 The people in the food industry 170 Commitment to innovation 173 Conclusions 174 Topics for further discussion 175 References 175 9 Nurturing the innovators 177 “People are our most important assets” 177 How the right people are best supported: define values 179 Continuous learning 183 How can design contribute to continuous learning? 184 Supporting innovators in driving their innovations through complex organizations 186 The secret of sharing 188 Personal nurturing tools 190 Conclusions 193 Topics for further discussion 194 References 195 10 The innovation tools 197 From rituals to innovation tools 197 The innovation environment 199 Execution 200 Quest 202 Movie 203 Fog 204 From brainstorming to creative problem solving (CPS) 205 The divergence—convergence pain 206 FastPack: a brainstorming exercise specially designed for packaging development 208 The IdeaStore 209 Inside the box 213 Conclusions 215 Topics for further discussion 216 References 217 11 From open innovation to partnerships 219 From open innovation to partnerships: a logical transition 219 The creation of the innovation partnership model 224 How to deal with intellectual property in innovation partnerships 230 Turning partnerships into successful and sustainable endeavors 232 The future of open innovation and innovation partnerships 233 Conclusions 235 Topics for further discussion 237 References 237 12 What can the food industry learn from Silicon Valley? 239 Introduction 239 Hi, I am a connections explorer 239 Six degrees of separation 240 The strength of weak ties 240 Formal approaches to innovation partnerships 242 Singularity University 242 Corporate venture groups and innovation labs 242 Bridge organizations 244 But how does somebody become a networker or connector or a connections explorer? 244 The power of networking: networking principles 246 Silicon Valley and its eco-system 246 What about food and tech incubators/accelerators/co-working spaces in the USA and the San Francisco Bay Area? 248 Food incubators and accelerators outside of Silicon Valley 249 What else does the food industry borrow from Silicon Valley? 250 More Examples 252 A food revolution beyond Silicon Valley 253 Funding good design is now officially mainstream 255 Who are the food and design start-up players? 258 Conclusions 258 Topics for further discussion 259 13 What was it all about? An attempt at a conclusion 261 A few moments in the life of Manny Middle 261 From field to fork 263 Manny Middle discovers the role of design 269 Minnie Middleton takes a closer look at the role of technology and discovers the concept of supplier partners 271 Minnie Middleton discovers the value of innovation in her company 272 Minnie Middleton and Manny Middle discover the power of networking and travel to Silicon Valley 273 Epilogue: the questionnaire 274 Feedback from the Unilever CEO 276 Other feedback, combined from several “voices” from the industry 278 Index 287

Autorenportrait

Helmut Traitler has a PhD in Organic Chemistry from the University of Vienna, Austria. In 2010, after decades’ of experience with Nestlé in various roles around the world, Helmut co-founded Life2Years, Inc, a start-up company producing healthy beverages for the over-fifties. Birgit Coleman holds a Master of Arts in Business, MA from the University of Applied Sciences, Vienna. She is a strategic thinker and Connections Explorer in her current role at Swissnex San Francisco. Karen Hofmann Karen holds a Bachelor of Science in Product Design from Art Center College of Design and a Bachelor of Arts in Psychology from California State University, Northridge. Karen is Chair of the Product Design Department at the Art Center College of Design in Pasadena, California.

Back cover copy

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.