ABSTRACT
Introduction The relationship between design and firm-based competitiveness has always been an important feature of capitalism. Design, however, has often been silent or has been something that has been added to products as an afterthought. During the nineteenth century many British firms clothed ‘manufactured articles with “applied art” [and this] debauched the whole conception of design’ (Gloag, 1946: 94). Industrial design developed in the twentieth century with the emergence of professional designers. Prior to the 1920s the focus of many policy debates was on the relationship between manufacturing and art rather than between manufacturing and industrial design. What can be identified is a shift from technological-to design-centred competitiveness. During the nineteenth century many companies acquired competitive advantage on the basis of the efficiency of their production processes and their ability to compete on price and quality rather than price, quality and design. During the early nineteenth century many markets were highly localised and competition from foreign manufacturers was restricted. Competition from foreign producers began to become important and companies had to begin to consider other ways in which to differentiate themselves in the market place. This is a complex issue. Firms were able to develop brands, distinctive products that were protected by patents and to a lesser extent design registrations and trademarks. Companies producing products that had little or no legal protection had to compete on price and/or design.
