Short Course on Dominant Design Tools for Product and Service Innovation

Date: 13 Jun 2008 - 13 Jun 2008

Venue: NUS Faculty of Engineering, Block EA #02-11, 9 Engineering Drive 1, Singapore 117576

Jointly organised by National University of Singapore and SIMTech, this short course introduces the concept and strategies for product and business innovation based on Dominant Design approach. Participants will learn the technical know-how to transform productivity from Product-based manufacturing to customer-centric business innovation. Examples will be given on the changing business models in global business as well as product and service design strategies. 
The concept of dominant design was introduced by Abernathy and Utterback in 1978 to describe the emergence of a broadly accepted core design principle from a number of competing incompatible alternatives. Once a dominant design emerges, innovative activity is generally directed towards improving the process by which the dominant design is delivered - or searching for a new breakthrough or disruptive design.

About the Speaker
Professor Jay Lee is OhioEminent Scholar and L.W. Scott Alter Chair Professor specialised in AdvancedManufacturing at the University of Cincinnati. He is also the Founding Director of National Science Foundation (NSF) Industry/University Cooperative Research Center (I/UCRC) on Intelligent Maintenance Systems (IMS which is a multi-campus NSF Center of Excellence between the University of Cincinnati (lead institution), the University of Michigan, and the University of Missouri-Rolla in partnerships with over 40 global companies, including Rockwell Automation, Boeing, Caterpillar, DaimlerChrysler, ETAS, Festo, GE Aviation, Harley-Davidson, Honeywell, ITRI (Taiwan), Komatsu, Omron, P&G, Samsung, Toshiba, Toyota, United Technologies, Bosch, AMD, Parker Hannifin, BorgWarner, and McKinsey & Company, etc. He is extensively involved in research pertaining to autonomic computing and smart prognostics technologies for predictive maintenance and self-maintenance systems, advanced gerontics engineering and innovative service business model studies.
Professor Jay Lee has authored/co-authored over 150 technical publications, three US patents and 2 trademarks. He is SIMTech Visiting Fellow, Visiting Professor at City University of Hong Kong, Cranfield University of UK, Lulea University of Sweden, and Harbin Institute of Technology, China.   

Who should Attend
Industry professionals, CEOs, CTOs, VPs, Directors, Manager, Engineers, Technologists, Equipment/Maintenance Managers/Engineers, Production Managers, Manufacturing IT Managers, Maintenance Service Providers, Automation Service Providers, Manufacturing Systems Researchers, Academia, System Integrators, Sensors and Instrumentation Providers, Lecturers, researchers and postgraduates students.

Registration Form 
Pre-registration for the course is necessary. To reserve a place, please click 
here and select the Dominant Design Course from the pull down menu.
Please click here for a copy of the course brochure. 

Course Fee & Payment
LocalParticipants : S$642.00 per participant (SGD600.00 + 7% GST)
Overseas participants: S$600.00 per participant (GST exempted) 

Payment is required prior to the course. Crossed cheques should be made payable to "National University of Singapore" and mailed together with the registration form to:
Professional Activities Centre
Faculty of Engineering
National University of Singapore
9 Engineering Drive 1, Blk EA, #05-34,
Singapore 117576
Fax: (65) 6874 5097

by 4 June 2008

Maximum of 10% discount is applicable to
(i)  NUS Alumni
(ii) Organisations / Companies sending three or more participants
(iii) SIMTech SMS members

A 50% refund will be made for withdrawals (received in writing) ten working days before the commencement of the course. No refunds will be made thereafter. However, a replacement will be accepted upon prior arrangement at no extra cost. Notification of any changes should be sent by fax.

The Professional Activities Centre reserves the right to cancel the course and fully refund the participants, should unforeseen circumstances warrant it. Every effort will be made to inform participants of any changes.

For more information, please contact Gabriel Ong, National University of Singapore, Professional Activities Centre, Faculty of Engineering, Tel: (65) 6516 5113, Email:, Fax: (65) 6874 5097.