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Exploiting the potential

Nobuoki Ohtani (MDes, RCA, is co‐founder of Ohtani & Associates. He came to the UK in 1973, after six years of industrial design work in Japan with his partner Shigenobu Ohtani, and completed his Master′s degree in industrial design at the Royal College of Art in 1976. He worked in the UK and lreland before moving to Canada and setting up his own design consultancy. He returned to the UK in 1988 and now operates the UK arm of Ohtani & Associates. Nobuoki Ohtani can be contacted at Ohtani & Associates, 17 Woodforde Close, Ashwell, Hertfordshire., SG7 5QE. Tel: 01462 742794.)

World Class Design to Manufacture

ISSN: 1352-3074

Article publication date: 1 February 1995


States that industrial design has in the past emphasized styling and tended to ignore the importance of satisfying consumer needs. Suggests companies should learn to cultivate designers′ skills by integrating industrial designers from early on in the process, harnessing the full potential of industrial design. Indicates that most Western companies have poor product design management. Suggests that one way to help improve both integration and design management would be through extra postgraduate education.



Ohtani, N. (1995), "Exploiting the potential", World Class Design to Manufacture, Vol. 2 No. 1, pp. 13-16.




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