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Alessi

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Describe the firm’s approach to new product development, as described in the B case. What do you think of Alessi’s NPD?
Alessi has moved away from in house design and has become more open to working with external individual designers in creating its products. The company works with many famed architects and designers in order to create their unique pieces. The company mainly analyzes the product’s technical and market feasibility and rarely interferes in the creative and aesthetic expertise of the designers. There may be instances when a designer is provided with a product brief for a standalone project, but overall the designer is given great creative freedom.
Alessi’s aim is to identify up and coming designers that are capable of innovative creative design. By employing an in house Art Director (Mendini), Alessi is able to have the help and support of a renowned designer when it comes to scouting and cultivating talent. Though there is no in house development, market research or research and development, Alessi does sometimes rely on internal feedback, but for the most part, it is believed that the best marketers are the designers.
It is a process of cooperation between Alessi and the designers and the designers are treated as partners, receiving royalties of 3% of their products’ retail sales for as long as the product remains on the market.
I believe that Alessi’s NPD is unique and effective. The company has been able to leverage its core competencies by partnering with talented designers around the world. By utilizing external designers, Alessi has moved into new materials such as plastic in order create exciting and unique pieces. With a model that partners with external designers and utilizing their expertise (expertise that perhaps Alessi does not possess in house), Alessi can keep updating its products to remain creative, unique, fresh and

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