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By Yuning Song
Meixuan Ren
Ying Wang

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BY Binqin Liu
Wenying Xu
Zhuoting Wu

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By Philine Gehrmann

Wei-Jeng, Chen

Tung-Yen, Lin

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ARTICLE 1 - Design Management & Business Success

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ARTICLE 1 - Design Management & Business Success

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ARTICLE 2 - When Creativity Meets Control

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ARTICLE 2 - When Creativity Meets Control

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By Tapasya Saraya, Fang Chen, Y king and Namita Hans.

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By Philine Gehrmann and Xiaowen Huang

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By An Truong and Lien Huong

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Yangyangzhu,Meixuan,Ying,Song

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Wei-Jeng Chen/Fanqi Lin/Tung-Yen Lin

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Ratchaphon Bangsalee (Cyndy)

Eunha Hwang

Chen Lijun

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zijiang yang
duanyong yu
zhuoting wu
brand:kate&spade
pestle analysis:
economic:Kate Spade's Three-quarter results also showed that three-quarter sales rose 10.7% to $277.3 million a year earlier, and swung to a profit of $2.303 million, driven by strong demand in the North American Market.

technology:In the past, due to the lack of innovation in light luxury brands, some product inventories remain high, the brand has to be reduced by means of discounted sales, such as the brand value is Diluted. This has led to a strong impact on the performance of light luxury brands in the context of weak markets. therefore, in order to get rid of the image of "discount brand" in the way of reform, Kate spade chooses not to attract consumers by discount. Since there is less or no discount, light luxury brands naturally have to enrich their product lines to attract Consumption. After the handbag market fell into silence, Kate Spade's product strategy was also adjusted to empower the group to produce soft accessories such as scarves and belts, and to develop new product lines on the other side: swimwear, children's wear and sports and Pajamas.

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Group members: Bingqin Liu
Wenying Xu
Ying Zhang
An Chen
Brand: Urban Outfitters
Scale:245 (February, 2018)
PESTLE Analysis:
political: Brexit only affects the UK fashion brands. Urban Outfitters is an American brand. The dissolution of the UK's trade rules with European countries does not affect the brand's  European export status.
Economic: Net sales rose 12.4 percent per year to $856 million. The country's economic policies doesn't benefit the overall operation of the Urban Outfitters.
Social: The customers target of Urban outfitters is limited because this brand always focus on teenagers. The brand is easily influenced by the fashion trend. Cos teenagers rarely become loyal users of the specfic brand.
Technology: Urban Outfitters via online shopping strategy ,which makes customers convenient to have more options of products.
This Brand caters to the Internet age's customer demands.
Ecological: it recycles the material.
Legal: Urban Outfitters are often invloved in copyright cases.

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Q: What is the authors main arguments?
A: The authors main arguments is that management science applies to top-level decision-making. Since top-level management is human effort, the role of management science cannot be ignored.
Q: Do you agree with his argument?
A: Regarding the authors's point of view, I can only agree with a part and there is no conclusive evidence to prove his argument.
Q: Can you summarize the rationale he makes to support his argument?
A : Fristly, the structure of the brain can also capture 2/3 of the frame of reference. Logic and system thinking(left lobe), creative and imaginative thinking(right lobe) supports palnning. The human brain acts as a comprehensive system with the right logic and imagination to handle any situation. Since the human brain is made up of elements that are easy to think scientifically, it would be surprising to think that scientific methods may be completely missing in any human effort.
Secondly,The author uses two interpretation methods to support his point of view. A healthy combination of qualitative and quantitative methods that can be systematically and scientifically provided.A hybrid method based on quantitative dynamic simulation.
By Team: WangYing & Rei MeiXuan

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Lecture 1

Q:  What is the authors main arguments?

A:  The author argues that, regardless of the level of management, scientific and systematic approaches are usually better than random or piecemeal approaches.

In addition, science and art are complementary and spiritually uncompetitive. Furthermore，if any scientific or creative part of the brain is not used, the same situation is exposed to decay, and the same damage is evident.

Q：Do you agree with his argument?

A:   I agree with some of the points，such as “ Science and art are complementary to each other and are  not competitive in spirit.”I'm confused and disagree with a few points. For example, is it only  composed of formal mathematical and computerized  models , or in a broader sense can it be treated as science of  management that takes into cognizance the “systems  approach towards problem？”

Q：Can you summarise the rationale he makes to support his argument?

A：“The structure of the brain is also formed to capture this frame of reference. The left lobe consists of logical and systematic thinking, right-leaf creative and imaginative thinking, and the front lobe provides support for the planning.”It sum up science and art are complementary and spiritually uncompetitive.

BY：SONG YUNING

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Question 4: Can you summarise the rationale the author makes to support his argument?

We think the main argument of the author on this article is stated from line 120- 124: “The application of mix-methods with qualitative/interpretive inputs from the expert coupled with analytical approaches including both structured and unstructured data (big data) could prove to be more effective at top-level decision making”

—> By combining science and art, managers could produce more effective decisions

The rationale he makes to support this idea includes:

Firstly, human brain naturally combines logic/systematic thinking with creative/imaginative thinking to solve any problems (line 82-87). So when applying science and art into management, they would compliment each other which produces better outcomes (line 75-80)

Secondly, the author says that there is always a defined objective in any unstructured problems which means that no matter what problems the mangers have to face, there will be both precision and imprecision hidden within. Managers need to take into account science and art while dealing with the problems. (Line 66 - 70)

Thirdly, using scientific approaches helps managers give out more effective decisions. (Line 107 - 110 and line 114 - 116)

Thoughts on the article:

All members considered this article to be quite difficult to understand not only because of the new and technical vocabularies but also the lack of evidence. It is hard to find the exact answers to all the questions and we felt like there are many supporting ideas that are missing (which might be because the article is a small part being taken out from a larger article). With that being said, we made quite a lot of assumptions while answering the questions base on our own interpretation of what we have read.

Group members:

Lien Huong Nguyen

An Thuy Truong

Ratchaphon Bangsalee (Cyndy)

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Q: what is the authors main arguments?
A: The author believed that whatever the management of any scales; the manner of systematisation and science general rather than an unsystematic and stochastic mode.
Q: can you summarize the rationale he makes to support his argument?
A: The author pointed out that a complex situation will more comfortable to be handled by a manager who the notion is trained by the scientific techniques. When a manager confronts the problems, the systematic and scientific theory can be supported and reserved under the brain and the subconscious of a manager, which can supplementary them creating the effective methods to resolve the multidisciplinary issues.
By Team: XIAOWEN HUANG(Nona) & YANGYANG ZHU(Jody)

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The author states that the systematic and scientific approach is better than the methodless and random approach. Nevertheless, he believes that the application of mixed-methods, that include both qualitative/interpretive inputs and analytical approaches, could lead to more effective top-level decision making. The author underpins his argument by the fact that the human brain is suitable for the scientific approach, as it naturally acts as an integrated system with a mix of logic (left lobe), creativity/imagination (right lobe) and planning (front lobe). To omit the use of one or the other part will lead to negative outcomes. Thus, using both logic and creative methods in management decisions will lead to the most effective decision making.
By team: Philine, Jamie, Wendy and Alice