Stefanie Norvaisas, Design Concepts’ director of strategy and research, joined colleagues for a panel discussion of design strategies that give businesses a competitive edge at the Product Development and Management Association’s (PDMA) 33rd Annual International Conference, November 4, 2009 in Anaheim, California.

Norvaisas joined moderator Tom O’Guinn, professor of marketing at UW-Madison, Wisconsin School of Business, Vince Voron, global group director of industrial design, The Coca-Cola Company, and Bill Fluharty, innovation consultant.

The panel discussion titled “Design for a Competitive Edge” examined strategies including design thinking, building collaborative partnerships and trend forecasting. Attendees learned the techniques and tools to inspire innovative, nimble thinking. They gained insights into leveraging design partnerships to create a new market, develop an innovative brand and drive business growth. They learned ways to maximize new technology and forecast trends.

The 2009 PDMA conference titled “Gaining Traction for What’s Ahead: Achieving Product Development Outcomes for Commercial Success,” was held at the Disneyland Hotel from October 31 – November 4, 2009.

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