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The Impact of ‘Idea’ as a Keyword

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The Impact of ‘Idea’ as a Keyword in Accelerating the Adoption and Use of Design within Business: Exploratory manufacturing based study





This exploratory paper investigates the central question of: If ideas are a

resource for companies, how do we address the lack of adoption and use of

design in business despite the continual evidence that supports its link to

success? This study aims to contextualize and explain the growing importance

of ideas to business success and the role of design in this process. It will

concentrate on how this phenomenon can provide the opportunity to

potentially rethink an idea-driven vocabulary that design and business can

use to achieve common values. It will share an exploratory scoping study that

explores, within a manufacturing context, the value and significance of ideas

and design to business success. It examines which vocabulary (ideas or

design) is perceived to have most currency and its impact on the adoption of

design-driven innovation within those businesses. The paper concludes by

providing a series of preliminary insights and starting points for future

research into the importance of ‘Ideas as a potential future currency’ in

accelerating the potential adoption of design within a manufacturing context.


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


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