Design as a Business Resource
From defining the broad vision to refining the details of specific projects, design enhances organizational success. Contributors to this volume articulate key trends in corporate design. They discuss where and how design improves results. They share informative case studies addressing strategy, branding, and product development. They take a special look at information and Web-site design. They offer criteria to assess the integration of design and corporate culture. They announce the business skills most needed by today’s design managers, and they identify research techniques that support design and business goals.
Declaring victory: Toward a new proposition for business design
A place at the table: Taking design from service to corporate function
Found in translation: Bringing a Japanese brand to life in the US
Integrating Design into Organizational Culture
Design’s Strategic Role at Herman Miller
Deanne Beckwith and Don Goeman
The English patient: Recovery through design in the medical sector
Kirsty Smart, Mark Phillips, and Mike Press
Ethnography for business: Optimizing the impact of industrial design
Customer loyalty and experience design in e-business
Evolving the UPS brand
Perspectives on designing design managers
Lee D. Green, Jeff Smith, Gary Bryant, and Rachel Cooper
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