Strategic Design in Mature Industries: Functionality and Competition in the Carpet Industry

By Marcia Bergmann and Claudio Magalhães.

Published by The International Journal of Designed Objects

Format Price
Article: Print $US10.00
Article: Electronic $US5.00

From the perspective that Design solves problems, including strategically, this article is a result of approaching the relation between Design and Competitiveness in mature industries. The focus in this case was the textile industry, specialized in home carpets. Supported by a literature review, this exploratory article presents: a description of the functional profile of floor coverings as a comprehensive category; specifications of carpet functionalities valuing their textile nature; a comparative analysis between carpets and other consumption options. Considering Design as an activity guided by the possibility of developing multiple strategies– even the extinction of products-, the study identified that carpets fulfill applicability needs, but have a fragile market positioning. Additionally, it contributed by suggesting the taxonomy for functionalities of floor coverings based on categories focused on users and by indicating relationships between 9 key cultural principles and domestic products.

Keywords: Strategic Design, Mature Industry, Textiles

The International Journal of Designed Objects, Volume 11, Issue 3, pp.17-37. Article: Print (Spiral Bound). Article: Electronic (PDF File; 1.892MB).

MSc Marcia Bergmann

Ph.D. Student, Department of Design, Pontifical Catholic University of Rio de Janeiro, Rio de Janeiro, Brazil

Marcia Bergmann has a Master's in Business Administration and is enrolled in the Doctoral Program in Design at PUC-Rio.

Dr. Claudio Magalhães

Director, Design Department, Pontifical Catholic University of Rio de Janeiro, Rio de Janeiro, Brazil

Claudio Magalhães has Doctorate in Production Engineering from COPPE/UFRJ and is an Assistant Professor in the Department of Art and Design at PUC-Rio.