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What are you Managing in Design? Creativity or Innovation or Both?

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Managing design has become an important ingredient of successful business
management and to the success of the business itself, especially when a
business is dependent on products and/or services that reaches consumers
and the wider public. Design and designers are associated with creativity,
while management and business are associated with innovation. While
creativity is defined as the process that results in ideas that are novel,
innovation is defined as the process that creates value to both the business
and the consumer.


If you are to manage the design process in an organization, are you
managing creativity? Or innovation? Or both? Research and writing on the
subject reveals that creativity and innovation are used interchangeably
without understanding the underlying differences between the two.
This paper starts by outlining the difference between creativity and
innovation, in reference to design management, and goes on to establish the
difference between artistic and idea creativity in order to effectively bring
about innovation within a group or organization. This paper also introduces
the need for design managers to differentiate the culture of creativity and
culture of innovation in order to bring value through innovation.


PUBLISHED: Proceedings from the The 19th DMI: Academic Design Management Conference, 2014


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