This article suggests to use the conceptual model of Michael Porter Value Chain in order to integrate all the variables that explain the mechanism of value creation through design.
The results of the study of 33 European SMES participating in the European Design Prize explain the role of design in the management of innovation, identify the variables that characterize design management and classify them according to the value chain concept.
The main result of this research was the typology of design management strategy.
Three clusters emerged through the analysis and the managerial value of design was demonstrated
