Design management jako odpowiedź na rozwój nowych segmentów konsumentów
Design Management as a Response to the Development of New Segments of Consumers

Summary/Abstract: The article aims to present the idea of design management as the answer of an organization to the development of new consumer segments. There is a new group of consumers on the market who seek original design, new technologies and multifunctionality. It is not enough to produce high quality products for them. The implementation of the idea of design management in an organization can become a way to fulfil their needs. The article presents, in a form of a case study, the results of the second interview conducted with an employee of Desa. The interview's purpose was to obtain knowledge about the characteristic features of the new developing consumer segments who buy applied arts. What is more, the article explains how the issue of design management is understood.</span>

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