Outside the Guidelines: BEHAVIORAL INFLUENCES on Design Implementation


  • Robin Aslin

    Search for more papers by this author
    • 1

      Robin Aslin's speciality is International Marketing and Communications Management, and her career developed in the European high-tech environment with Hewlett-Packard and Digital Equipment Corporation.


TRADITIONALLY, unauthorized modifications to an organization's design standards have been explained by focusing on external causes, particularly the appropriateness of a design to a culture, market, or customer. Robin Aslin, on the other hand, proposes that such changes may be attributable to internal forces-contemporary “tribal” signals, if you will-as a group within a company seeks to articulate its identity and value.