After graduated from İTÜ ‘Industrial Product Design Department’ at 2000, I have
also worked for different sectors and private companies operated and specialized in many different design fields; DdF (Dream Design Factory, communication design), Ertay Aluminium (aluminium accessories), Almelek Co. (graphic design), Blue Sailor’s Shipyard Inc. (yacht design). From 2005 until today, I have designed many yacht projects (12 mt. lobster, 14 mt. lobster, 50 mt. megasailing) and industrial products (bailer machines, coolers for Pepsi), and corporate identity projects as a freelance designer.
For the last six years, beside conducting freelance design works, I have been
working for Işık University/Industrial Design Department, Beykent University/Industrial Design Department and worked for İTÜ/ Industrial Design Department as a part-time lecturer. The infrastructure of the given lessons mainly relies on my previous professional experience in ‘yacht design’, ‘3D modeling and rendering’, ‘portfolio design’, ‘industrial project design’ and ‘design management and strategy’.
At 2012, I have got an opportunity to combine my designer skills and academic
knowledge by conducting and connecting four different projects between new graduated industrial designers and SMEs. In this project I provide design management consultancy on behalf of İTÜ Industrial Design Department. The project was part of a “Financial Support Program Towards the Nonprofit Institutions of Creative Industries in Development” supported by İSO and İSTKA. All four projects completed successfully and prototypes were displayed at exhibitions and newspapers.
The main objective of my PhD thesis is to understand how to change the design capability levels of companies operated as OEM, ODM and OBM businesses in global value chains (global economy). As a result of a comprehensive literature review, we have presented a theoretical paper called “Design Management From The Perspective Of Functional Upgrading in Global Value Chains” at European Academy of Design Conference (EAD) last year April in Paris. After completed master thesis in 2010, I have participated the article called “Comprehensive design management report” as “Competitive Strategy Series 13” published by TÜSİAD with my supervisors and I presented the paper in a national conference.
PHD İTÜ Industrial Design 2011- …
MSci İTÜ Industrial Design 2005-2009
Bachelor İTÜ Industrial Design 1996-2000
As an industrial design scholar, I develop myself particularly in the field of design management. Producing innovative products by performing new product designs increases the competitive power of companies and countries as well. My master thesis, -“Investigating the Effects of Organizational Culture on the New Product Design Understanding and Structuring of Companies, By Using ‘Design Audit Tools’- has focused on evaluating the organizational culture that performs a major framework for all activities within the company by directing and effecting all behaviours, attitudes, relationships and working styles. According to the subjects of organizational culture, design audits are investigated in order to identify gaps between current and desired performance and provide information for the necessity of developing action plans to increase the performance in many activity areas of companies or businesses. As a result of the comprehensive research, I became one of the writers of a design management report as “Competitive Strategy Series 13” published by TÜSİAD and also I published a paper in the 4. National Design Conference “Tasarım ve ya Kriz” held by İTÜ in 2009.
In line with my previous researches in design management, I have been conducting the PhD dissertation by focusing on the design capability of companies operating in the global economy. Integrating into Global Value Chains (GVCs), constitutes a fast track strategy for “Latecomer Firms”. In moving upward along the GVCs, OEM/ODM/OBM business models require different levels of design management capabilities. Developing and deploying industrial design capability as a dynamic capability in the business, can increase competitiveness and enable functional upgrading through effective, economic and value-added products.
On the basis of a literature review on the concept of GVCs and design management, I have published an international conference paper with my supervisor last April. The paper emphasized that there is a need for a linkage between the design management theory and functional upgrading in GVCs to develop viable strategies for the effective use of design for new developing countries. I am currently working on this paper in the purpose of publishing it in an academic journal and, still conducting and writing the research phase of my PhD dissertation expected to finish in 2016.
As can been seen in my PhD classes transcription, the average grade is 4.00 (AA), I have attended many classes; ‘cultural approaches to design’ and ‘design history and criticism’ and prepared papers.
In the cultural research, we study on an amulet-based commodity “evil eye bead” used against evil eye and for ornament in Turkey. The semantic dimensions of evil eye bead was analyzed in the myth level encompassing its perception and function as a cultural opponent act. The historical paper, focused on a design obituary ‘The Life of Electric Wringer Washers in Turkey: A Rural Area Bolu’, is analysing the life of wringer washers from birth, to death and to revival. The paper deals with everyday washing routines, user profiles and experiences, as well as Turkish wringer machine production and the change it went through.
Gaining diversified knowledge in the different design research areas ‘cultural studies, design history, design management’ provides a large perspective and creativity in developing innovative ideas as a lecturer and designer in the consultancy works.
My lecturing experience is mainly based on my professional design experience and research interests. I have been working for Işık University/Industrial Design Department since 2009, Beykent University since 2015 and worked for İTÜ/ Industrial Design Department in 2012 as a part-time lecturer. I have teaching experience in these classes:
“Industrial Design Studio II, III, IV”, “Yacht Design I”, “Yacht Design II”, “Computer Aided Design”, “Portfolio Design”.
In the “Industrial Design Studio” classes, students are learning industrial design process, design research, developing creative ideas, design thinking or designerly approach of developing new product and service concepts, technical adaptation, using sketching and rendering techniques in the aim of performing innovation.
“Portfolio Design” is a kind of own identity design needed to be considered within the consistent concept of logo, card, cv, digital and hardcopy portfolio. Students are informed about ‘colour, meaning and form’, ‘cv writing and cv types’, ‘typography’, ‘grid systems’, ‘preparing digital and hard copy documents’and ‘presentation’.
‘Yacht Design I’ class is divided into two parts. First section involves a theoretical education focusing on styling, ergonomy and yacht geometry (line drawings of naval architecture) in these subjects: “Introduction to Yacht Design (Unit of measures, scales, samples of profile/layout drawings and basic concepts), Type of Yachts, Yacht design criteria that constitute different yacht types, Yacht Styling, Description of Yacht Interior Design Principles, Boat Building Materials, Yacht Geometry, Sketch Works on Profile, Layout and Cross-Section Drawings, Creating 3D Drawings of Yacht Design Project, Drawing Interior Design Into Cross-Section Drawings In Yacht Design Project, Presentation of Yacht Designs In The Project”. In the second section of Yacht Design I, all students design or redesign their own projects by constituting layout, cross-section and 3D drawings.
‘Yacht Design II’ class mainly focus on developing and designing a yacht concept on a computer-based drawing. In this class, students are creating more comprehensive yachts designs, and teached 3D drawing and rendering principles of boat building.
Manzakoğlu, B. and Er, Ö. (2015). “Design Management from the Perspective of Functional Upgrading in Global Value Chains”, The Value Of Design Research, 11th International European Academy Of Design Conference Abstract Proceedings, APRIL 22-24 2015, Paris.
Many companies from emerging economies attempt to upgrade their technological capabilities by participating in Global Value Chains (GVCs). Integrating into the global economy by becoming OEM (Original Equipment Manufacturer) constitutes a fast track strategy for Latecomer Firms (LCFs) focusing on upgrading their capabilities to maintain a position in the global market. Some LCFs have moved from being OEM to being ODM (Original Design Manufacturer) and OBM (Original Brand Manufacturer) by focusing on higher value added activities in GVCs. Developing and deploying industrial design capability as a dynamic capability in the business can increase competitiveness and enable functional upgrading through effective, economic and value-added products that meet user and market needs. In moving upward along the GVCs, OEM/ODM/OBM business models require different levels of design management capabilities. On the other hand, design management literature has emphasized the strategic role of design for the development of businesses without referring the upgrading trajectory of firms in GVCs.
On the basis of a literature review on the concept of GVC, this paper will argue that design management and design strategy need to be analyzed in relation to the companies’ positions in GVCs. Such an approach provides a realistic perspective on design approaches of companies operating in the global economy. The paper will emphasize that there is a need for a linkage between the design management theory and functional upgrading in GVCs to develop viable strategies for the effective use of design.
Keywords: Design Capability, Design Management, Functional Upgrading, Global Value Chains
Manzakoglu, B. and Er, Ö. (2009) Investigating the Effects of Organizational Culture on the New Product Design Understanding and Structuring of Companies, by Using ‘Design Audit Tools. Design and/or Crisis (Tasarım ve ya Kriz), 4. National Design Conference , İTÜ Architecture Faculty, pg: 253-271.
Organizasyonel kültür firma bünyesinde gerçekleştirilen tüm faaliyetlerde davranışları, işin işleyiş tarzını etkileyen bir çerçeve görevi yapmaktadır. Organizasyonel kültür doğru yönlendirildiği zaman, tasarımı kolaylaştırmak, yeni fikirlerin ve perspektiflerin kabul edilebilirliğini sağlamak için gerekli olan organizasyonel değişimi gerçekleştirmede anahtar rol oynamaktadır. Organizasyonel kültürü tasarımı destekleyecek şekilde geliştirmiş olan firmalar kriz sürecinde tasarım çalışmalarına ara veren birçok firmanın aksine geleceğe yatırım yaparak yeni projeler üretebilmektedirler. Organizasyonel kültürün firmaların, yeni ürün tasarımı anlayışlarını ve organizasyonel yapılanmalarını nasıl etkilediğini anlamak için “tasarım denetim” araçlarının kullanılması mümkündür. Tasarım denetimleri firma ya da kurumların birçok faaliyet alanında, o anki performansları ile arzu edilen performansları arasındaki farkı tanımlamak için kullanmakta ve performans arttırmak için gerekli eylem planlarının geliştirilmesinde kullanılacak bilgiyi sağlamaktadırlar. Organizasyonel kültür kapsamında yer alan konulara göre yapılandırılan ‘tasarım denetim araçları’ tasarım gerçekleştiren üç farklı firmada uygulanmıştır. Bu bildiride organizasyonel kültür kavramının firmaların tasarımı biliçli ve stratejik kullanımına etkisi irdelenmekte ve uygulanan tasarım denetim çalışmasının sonuçları yansıtılmaktadır.
2010 (December), Prof. Dr. Özlem Er, Prof. Dr. Alpay Er ve Bilgen T. Manzakoğlu. Design Management: Definiton, Scope and Application (Tasarım Yönetimi: Tanım, Kapsam ve Uygulama), TÜSİAD Copetitive Strategy Series 13, Publication No: TÜSİAD-T/2010,12;508.