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A recent report from Design Management Europe (DME) & INHolland (by Gert L. Koostra, 2009) that looks at the current role of current design management practices in European firms.  Survey research is carried out in relation to firm characteristics and level of design management practices used.  A theoretical model is developed in order to define design management capability categories.  The model can then be used as an assessment tool for firms to rate their own design management capabilities into 4 levels.

Main practical findings:

  • Many companies fail to use design in a conscious, systematic or strategic manner
  • Design is under employed and under valued business tool
  • Not enough awareness of the benefits
  • Emphasis too much on cost instead of return on investment

The paper serves as an informative introduction for Design Management and Business Masters level students, highlighting some of the pertinent key issues facing organisations and their current use of Design Management thinking.

Mike Pinder

About Mike Pinder

Mike Pinder is Expertise Lead & Senior Innovation Consultant at Board of Innovation, helping global Fortune 500 to innovate like startups from innovation strategy to design thinking, lean startup and business model innovation to create intrapreneurial troublemakers. With 10+ years’ experience guiding executives and project teams, cross-industry in B2B/B2C for clients like GE, ABinBev, ZF, Logitech, ING, Bpost. His research interests center around external hacker innovation communities and their role on design trajectories within large corporates.