The internationalisation of design services
16 April 2009
The Aragon Centre for Industrial Design CADI has published an interview with Brigitte Sauvage in its informational bulletin, focused on the internationalisation of design services:
But...design services are exported?
Yes, of course. If you are offering services that have your own features, a particular work philosophy, a specific way to focus projects and a particular area of knowledge, these services may be the most appropriate for any company, regardless of their geographic location.
How does a small company like ours end up exporting to China. What could make us decide to do that?
We were working in sectors that manufactured products in large series, such as small home appliances. So, it was common from the mid-90s onward for products that we designed to be manufactured in emerging economies, primarily China. This awakened us to the importance that these countries were going to have, as well as how important it would be to have direct knowledge of how things work there.
On the other hand, we’ve seen a transformation in European companies that “unload” their productive structure, becoming purchasers of products conceived and manufactured in China. To the extent that these products were destined for European markets, we had the knowledge needed to design them, and as such, we could play an important role for Asian manufacturers.
What have been the main difficulties you have encountered in such a different market?
We have had to learn their way of operating, in terms of company philosophies as well as their particular work organisation. And of course, we had to learn the codes governing personal relations in the company.
What are relations like with a customer thousands of miles away and with such different cultural features?
Distance isn’t so important, considering the communications technologies available these days.
However, the cultural differences between East and West are important. We’ve had to readapt our way of working and communicating, be much more flexible, and set up less pre-established and rigid operational structures than those used here. In short, we’ve had to learn how to ‘flow’ with the context instead of ‘dominating’ it, which is how things work in Asian culture.
Have you also worked for the Chinese market itself? What influence does knowledge of the user have on your projects?
Generally, we have worked with products destined for the US or European market, although some have occasionally been marketed in the Chinese market – with the added feature of European Design. Recently we’ve begun to work on products that are specifically destined for the Asian market – an exciting challenge. Our frequent trips to China over the past decade, and our interest in these markets, have helped us tremendously.
Do you only offer conceptual design services, or do you have to cover more stages of product development?
We mostly provide conceptual design services, although we do assure that the development process is monitored in order to guarantee the quality of the manufactured product.
Are you currently exporting, or do you plan to export to new countries?
We export to other European countries, and of course, we don’t rule out exporting to new, emerging countries. It’s not easy, since there is little support for exporting industry services. But we know that we are highly able to adapt, and have solid knowledge in the area of activity that we can offer.
What volume of your turnover is accounted for by exports?
It has been between 30% and 40% of our turnover over the past decade.
What would you recommend to our professional colleagues in terms of setting out on this international direction – are there any helpful institutions?
Undoubtedly the ICEX (Spanish Foreign Trade Institute). There may also be institutions set up by local governments that have established offices in some of the emerging countries in order to support their companies. It’s not an easy path or any kind of panacea. It is a matter of competing on a global level, which requires lots of curiosity and a heavy dose of tenacity and effort – even personal. However, it adds an exciting dimension to our activity while providing us with the kind of global viewpoint so essential today. It also makes us more competent, even when working in our own, nearby market.
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