DSU’s Dr. Carlos Rodriguez Authors Product Design Book
Dr. Carlos M. Rodriquez, associate professor of business administration, has published a new book that sheds much-needed light on product design and innovation techniques and applications that can be applied outside of the traditional marketing management context.
Dr. Rodriguez has written Product Design and Innovation – Analytics for Decision Making, a practical, hands-on resource that guides readers through the entire design process and the methodologies applied in industry.
“It illustrates the product conceptualization, the design of new products, and product innovation efforts through the application of proven successful methodologies and industry practices to see a project through to launch – while minimizing future commercial risks,” Dr. Rodriguez said.
He added that the book has a Human-Centered Product Design Perspective supported in the dimensions of Marketing, Management, and Analytics.
“While many books on product management, development, and product marketing exist, they do not explore these techniques and the applications outside the traditional marketing management context,” Dr. Rodriguez said. “The result is a serious lack of understanding for professionals around the world about the design process itself and the tools for product development.”
Beginning with concepts and ideas, Dr. Rodríguez provides the analytical and quantitative skills needed to see a project through to launch—while minimizing future commercial risks. Techniques discussed include the Kano methodology and concept development, functional analysis and systems technique (FAST), quality function deployment (QFD), Taguchi robust design, emotional design, Kansei methodology, and prototyping.
Dr. Rodriguez said that Product Design and Innovation – Analytics for Decision Making can be used for senior-level undergraduate courses and for graduate level MBA, marketing and engineering courses. In addition, the book can be a valuable resource for practitioners and executives.
A 13-year DSU faculty member, Dr. Rodriguez is the director of the Center for the Study of Innovation Management. The center is designed to help address innovation capabilities demands from the manufacture and service industry, economic development offices, regional technology clusters, state officials, and other Delaware-based stakeholders. More importantly, the center will provide innovation knowledge and leading management insights to support the nurturing of an innovation culture and the management of innovation initiatives at the regional, national, and international levels.
Dr. Rodriguez has industry experience as a product marketing manager, design manager, brand manager and advertising director.