Industrial Design Management within Technological Change

The Case of Digital Camera

Abstract

This paper investigates an industrial design activity after a radical technological change through the case study of Fuji Film's “FinePix700”. We reveal that such a technological change might make it difficult to maintain a popular industrial design even though these existing designs still had superiority. We also discovered that firms can create the qualified product with high technology and new industrial design together by co-existing novelty of appearances and rationality from the functional perspective. This paper contributes to both consumer behavior study and technology management study by suggesting an effective relationship between technology and design.