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What Do You Think Of This? How Design Practice Shapes Companies’ Strategy

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"The academic community has largely addressed the role of prototyping and intermediary objects in product development and innovation. Management studies has examined the performance of conceptual models; psychology has studied the cognitive and planning processes, and sociologists have tried to assess the social factors which affect the creative process. Compared with these disciplines, the field of strategic management has, to date, rather underestimated the impact of design practice on company strategy and management. Based on a qualitative study of 45 design managers, the authors analysed the role of prototyping in design, not in terms of innovation or product development, but in terms of strategy definition and management. Using the concept of “strategy as practice” as a research tool, we have shown that the way design managers use prototypes and intermediary objects makes a major contributor to company strategy."


PUBLISHED: Proceedings from the The 18th DMI: Academic Design Management Conference, 2012


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