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The Role of Design in Innovation Processes in Innovative Companies in Brazil

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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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