Design that Sells, Please

“China Needs Design that Sells: As the country changes from a manufacturer to a consumer nation, companies must learn how to market to a diverse public” By Patrick Whitney, BusinessWeek, April 25, 2006

Professor Whitney from the Illinois Institute of Technology makes some superb points in this op/ed piece. Among them he notes that companies have to stop thinking about China as a single market; and that standard tools of market research don’t cut it.

Right on, Dr. Whitney.

BTW, Whitney is the Steelcase/Robert C. Pew Professor and the director of the Institute of Design at Illinois Tech. Here’s a guy who is not even focused on China, and he gets it.


About David Wolf

An adviser to corporations and organizations on strategy, communications, and public affairs, David Wolf has been working and living in Beijing since 1995, and now divides his time between China and California. He also serves as a policy and industry analyst focused on innovative and creative industries, a futurist, and an amateur historian.
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