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What Does It Mean to Be Design-led?

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Michael Beverland, Professor, RMIT University, Melbourne, Australia.; Francis Farrell, Associate Professor, Monash University, Australia


Can your firm rightly be characterized as design-led? What are the criteria? Drawing from research and in-depth interviews with corporate leaders, these two Australian professors of marketing posit four characteristics of firms in which design is embedded




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Branding, Customer Experience CX, Innovation, Brand Design, Communication Design, Identity Design

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