Intercultural Analysis of PLM

By Remi
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culture cultural difference trompenaars hofstede d'iribarne

Hey guys!

I’m crazy about sociological and intercultural theories. So analyzing 3DS’ sector this way is kind of second nature to me and I basically woke up one morning with the question: could PLM be a tool to help different cultures better work together? I thought about it and the answer is… come on did you think I would spill it that easily?! Let’s start with the beginning first! ;-)

Something interesting among cultural differences is varying attitudes regarding action. Without being stereotyped (there have been very serious studies made by Hofstede and Trompenaars) we can say that Anglo-Saxon people tend to be more action-oriented, while Asian people spend more time thinking what to do before acting.

To give you a quick example, Philippe d’Iribarne elaborates on a merger between two companies that failed because of conflicting decision making approaches:

• The French company wanted the deal executed quickly, because the French hierarchal system only put a few people in the decision loop, thus shortening the decision process.

• On the other hand, the Swedish company was slower at making decisions as they were more into a collaborative system. Democracy was more important to them and led to decisions made by a larger group of people, which took much longer than the French.

This quick summary of the case study reveals that, depending on our culture, we will approach Decision and Action very differently. And because in this example the merger failed, it illustrates how powerful these differences can be.

What’s the link with PLM?

This strategic business technology allows its users to see what they want without actually doing things for real. Consequently, people can think and do at the same time.

It allows action-oriented people to get results quickly, and thinking-oriented people to take the time they need. Both will see what they create very accurately, and at the same time it will still give enough time to think things through.

To me, it seems that in this way PLM brings different cultures closer in the working process… Maybe it is the early days of a bridge-building for cultures that goes beyond 3D as a universal language!

What do you think?



Not Your Father’s Drafting Table

By Cliff
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delmia post3D post 3D draftsight cocreation crowdsourcing soliworks 3DS dassault systèmes systemes systems catia enovia simulia 3Dvia delmia 3D modeling PLM 2.0 CAD simulation digital manufacturing design engineering regulations collaboration co-create product creation innovation

WARNING: Old-School Alert! This article will be talking about old-school design work… yes, designing before the use of 3D software…when we drew on paper, and created prototypes by hand.

Long before 3D Printing…before I was in the 3D software industry, and even before I used 3D software on a regular basis, we built prototypes by hand.  I can vividly remember one project, in my first job fresh out of college.  I was freelancing for a very small product design firm.  We were up against a deadline on a proposal for a potentially large project, working late nights on a scaled model, which would have taken us probably 2 days, or less, if we had a 3D Printer.  I remember finishing this fragile model the night before it had to be shipped across country.  The prototype sat in my back seat, cushioned with blankets, as I drove it to the airport to ship, because this was after delivery truck hours.

I’m sure plenty of old-school Product Designers out there remember these stresses, the smells of the model glue, and countless Xacto knife cuts on your fingers.

The Evolution of Prototyping…

Then along came 3D CAD, which made designing must faster, and being able to see products in 3D, on the screen.  Rendering these 3D models was usually an overnight computing process, but it was better than markers and pens (and more headaches).  The next step in visualizing 3D models, was 3D Printing.  Seeing a live model in your hand was a huge advantage to a rendering, however, 3D Printing often requires Xacto blades and painting.

Today, I rarely use an Xacto knife, and have many less headaches from the model glue, and NEVER have to run to the FedEx for overnight prototype shipping.

In 2011, almost every designer uses a computer. Shipping a prototype across country, or the world, can be replaced with placing a 3D design on the web, and sharing a link.  The ability to share data instantaneously is a huge advantage for business.  However, for Product Designers, seeing a model on the web is still not as pragmatic as seeing a design in person.  Being able to walk around a new product and seeing it from every angle requires a physical prototype.

This was the reason 3DVIA created Post3D.  It is the first product which allows Product Designers, and Consumer Product companies to see a product in-context, in a real setting, before any physical prototypes have been built.

If you haven’t had a chance to try Post3D yourself, I encourage you to go for it!

And if you have, what did you think? Does it match our old glue smell memories?



From a PLM challenge to a 3D Serious Game

By Marc
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After having helped Michel Desjoyeaux in his PLM challenge by designing and building his 60ft monohull boat in less than 6 months, we made it possible to discover the strategic aspects of racing, learn how to handle a boat (even in difficult weather conditions!) and understand the main maneuvers to perform on a boat…

How? With a 3D serious game called “Offshore racing with Michel Desjoyeaux”! All within the context of a fun online game, it is possible to experience Michel’s life, accompanied by Mister Desjoyeaux himself who will give you some clues as well as anecdotes about his personal experience in a similar race. ;)

At this occasion, we decided to launch an online contest open until May 28th 2011.

michel, desjoyeaux, marc, pavageau, race, online, game, serious, experiential, innovation, customer, value, PLM, PLM2.0, V6, social, LifeLike, CATIA, Solidworks, enovia, 3DS, 3Dvia, Simulia, swym, Dassault, Systèmes, Systemes, system, delmia, customer, value, engineer, engineering, design, industrial, draftsight

Prizes go from a day with Michel Desjoyeaux (limited to French participants only… sorry non-French people!) to winning high quality sailing jackets, bags, DVDs…

The goal is to be the fastest… So here are some tips for you guys:

  1. The race strategy: find the best balance between the shortest route and the strongest winds… and remember the shorter may not be the better!
  2. The life on board: manage properly the various stages of life on board the ship, it is as important as sailing!

Come on guys, it has to be a 3DPerspectives reader who wins!!

Tell us if you rocked the sea! ;)



Marc Pavageau is Dassault Systèmes’ online marketing and communication director.

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