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Global competition in the 80's has greatly changed domestic views on the importance of product design. The design management challenge for U.S. corporations in the 90's is to recognize quality design, integrate it early into the product development process and to manage it well. The criteria of good design, the stages of product development and approaches for integrating design into the process are discussed.

THE NEW QUALITY REQUIREMENT The New Quality Requirement is based on an industrial designer’s view of value as perceived by the purchaser or user of capital equipment. An analysis of where domestic manufacturers have gone wrong and a definition of the new quality ingredients in the world market, comparing the European Ford Cargo trucks with the domestic Ford C-Series, and other pieces of capital equipment. Key product requirements include a comprehensive listing of quality factors that could be a check list for new product development. The product decisionmaking process is critiqued with a strong recommendation that the decisionmaker becomes more involved in the product. A new formula for success includes the use of market value to cost products and the view that new quality is an economic concept for survival.