Trends that recognised design as a core competency in creating a sustainable corporate advantage

Trends, according to the Joziasse, that caused design going beyond merely aesthetics and/or decoration in becoming a source for gaining sustainable competitive advantage were supposed to be:

  • Design as a core competency.
  • Integration of design into the business world.
  • Design management and planning as a focus for consultancies.
  • The merging of business and design education.

The consequence was that some prospect corporations have developed design as a continuous element of corporate strategy. And out of that is the claim that sustained design strategy allows companies to take leadership positions in their sectors.

Sources:

  1. Joziasse, Frans. Corporate Strategy: Bringing Design Management into the Fold in Lockwood Th. & Walton Th. (eds). 2008. Building Design Strategy: Using Design to Achieve Key Business Objectives. DMI & Allworth Press, 257 p.
  2. Lockwood, Thomas. Design Value: A Framework for Measurment in Lockwood Th. & Walton Th. (eds). 2008. Building Design Strategy: Using Design to Achieve Key Business Objectives. DMI & Allworth Press, 257 p.

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