DESIGN: A NEW CHALLENGE FOR MANAGEMENT
DESIGN: A NEW CHALLENGE FOR MANAGEMENT

Summary/Abstract: Based on the review of specialized literature, this article aims to investigate the strategic role played by design within companies. A transition is outlined from the traditional precise and simplistic level of approach to design, to the need to integrate and implement the values of design to all levels of the organization. Design and its application strategies can bring an additional value to organizations both in terms of the satisfaction and loyalty of the clients as in the profitability of products and organization services. Through their influence on the position and operation of design within an organization, managers can strategically use its value in order to gain competitive advantages. This conceptual framework that has been proposed can be beneficial for a better understanding and leading of design, for an effective sharing of its values, managers and leaders and also for a better conceptual clarity in the academic approach.

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