Maximising the Competitive Value of Product Design Innovation: Re-framing and Re-aligning the Business-Design Relationship
Published on Nov 1, 2014
product design industry to business and strategy development processes of contemporary organizations. It embarks from the observation that whilst some policy-makers and enlightened businesses recognize the role and value of design beyond the traditional and narrow confines of technical or ‘commodity’ input, many fail to understand its potential as a transformative tool. Applying evidence from three empirical studies (undertaken by the authors in the UK), and taking the perspective of design creative, the paper addresses three questions: why is it that product designers have encountered resistance in their efforts to promote themselves as well-placed and knowledgeable providers of strategic development intelligence and advice; what proven contributions can product designers offer with respect to their client’s business development planning; and, what can and should be done (by both designers and business leaders) to ensure that barriers are dismantled and the potentially valuable role of design in strategic business development is realized?