Ulrich, Karl2023-05-222023-05-222011-05-012018-02-06https://repository.upenn.edu/handle/20.500.14332/40383This essay attempts to demarcate the industrial practice of product design and situate it in the context of academic research. The term product design presents definitional challenges, as it is used in practice in different ways, and even varies in usage regionally. For this article, product design is “conceiving and giving form to goods and services that address needs.” The activity of product design can be thought of as comprising several key decisions. Because the decisions of product design do not map cleanly to any one academic discipline, the subject has not garnered enough attention in any one field to develop fully its own academic identity. Scholarly research in product design has often been cultivated by the emergence of a methodological paradigm. While several such paradigms are in use, several others offer substantial promise.This is the peer reviewed version of the following article: K.T. Ulrich (2011), "Design is Everything?", which has been published in final form at http://dx.doi.org/10.1111/j.1540-5885.2011.00809.x. This article may be used for non-commercial purposes in accordance with Wiley Terms and Conditions for Self-Archiving http://olabout.wiley.com/WileyCDA/Section/id-820227.html#terms.designproduct designdesign researchindustrial designproduct developmentmarketingManagement Sciences and Quantitative MethodsMarketingArticle