Roxanne Guilhamet, Former Research Fellow, Design Management Institute; Karen J. Freeze, Senior Research Fellow, Design Management Institute

Examines how a Japanese manufacturer of valves and pneumatic system components faced the challenge of entering the market with a proprietary product. The goal was to differentiate a common industrial product in a market unaccustomed to drastic change. CKD worked with a design consultant and focused on factors such as modularity, ease of installation and maintenance, and product image. Issues include using design to differentiate products for competitive positioning, to enhance a product’s image of quality and durability, and to change a company’s image. Part of the Design Management Institute collection.

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