Good product design can make the difference between a competitive and a non‐competitive product. It can make the difference between an assembly cycle time of 592 seconds and one of 277 seconds, as was the case with a Digital Equipment computer mouse. And it can serve as a competitive weapon, even against the Japanese. According to Professor Geoffrey Boothroyd, international expert, “If you scrutinise the design of most Japanese products, you will see that they leave a lot to be desired”.
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