Managing design and designers for strategic renewal

Abstract

In this article, we propose a framework for understanding how design and designers may contribute to strategic renewal in producers of traditional and hi-tech consumer durables. Building on a study of outstanding innovators in product design, we describe design-driven renewal as a four-phase process stimulated and supported by design, combining continuous product innovation with the periodic revision of the strategic course of the company. For each phase, we discuss the specific role of managers and the most common pitfalls that arise from poor management of the process