Gustavo BORBA and Marina SPECHT
In the Brazilian context, the lack of studies to assess the importance of design
to the innovative process in an integrated manner is a fact. This study aims to
analyze the role of design in innovation processes in companies recognized
nationally as innovative. The research was based on the quantitative method
through survey and on qualitative in-depth interviews with three companies
comprising the ranking “As Mais Inovadoras do Brasil da Revista Época
Negócios de 2011”. It can be identified, from the relationship between
innovation and design, an emphasis on the management of the innovation
processes with design being considered a strategic requirement, but used in a
restricted way. As for the qualitative study, it is understood that two
organizations are driven by design. In such cases, the design is present in all
stages of the innovation process, contributing to the development of a systemic
view that sees beyond the product, the communication and the experience.
PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014
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