Importance of Design Engineering for Integrated Value Creation

2019 Fiscal Year Final Research Report

• Project/Area Number: 16K03854
• Research Category: Grant-in-Aid for Scientific Research (C)
• Allocation Type: Multi-year Fund
• Section: 一般
• Research Field: Management
• Research Institution: Osaka University (2018-2019); Hitotsubashi University (2016-2017)
• Principal Investigator: NOBEOKA KENTARO 大阪大学, 経済学研究科, 教授 (90263409)
• Project Period (FY): 2016-04-01 – 2020-03-31
• Keywords: SEDAモデル / アート思考 / 意味的価値 / デザインエンジニア

Outline of Final Research Achievements

This research explored the importance of value creation using the SEDA Model, which integrates science, engineering, design, and art, both theoretically and empirically. Specifically, first, it explored the integration between design and engineering. Design is humanity-based, while engineering is science-based. It is difficult to coordinate between the two, because ways for problem solving approach are very different. This study found that one solution is the utilization of design-engineer. Second, the integration between design and art was explored. Design is supposed to be for customers, while art is for self-expression. In the art thinking, creators express their philosophy and belief. This study analyzes Mazda`s Kodo Design as a typical case of the art thinking.
This study contributes to Japanese manufacturing capabilities, so that they take the lead again in the world.

Free Research Field

経営学

Academic Significance and Societal Importance of the Research Achievements

モノからコトへと言われるように、機能的価値よりも、経験価値や意味的価値が重要になった。その顧客価値を包括的、創造的に構想するためのフレームワークとしてScience, Engineering, Design, Artの頭文字をとったSEDAモデルを提案した。サイエンスとエンジニアリングからなる機能的価値と、デザインとアートからなる意味的価値を統合することが求められる。特に、自社の哲学や思いを表現するアートの分野が重要になっており、アート思考として概念を提案し、マツダの魂動デザインを事例として議論した。