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Corporate Design Germination Model

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Yasemin SOYLU and Ozlem ER


This paper focuses on what design in business entails. For this purpose,
initially existing design management literature is reviewed to reveal various
design classification models suggested by different authors. Secondly, the
paper offers an updated conceptual model for corporate domains affected by
designby analyzing various conceptualizations in the marketing literature.
The goal is to reach a comprehensive, interdisciplinary and updated
classification model that incorporates many of the physical manifestations of
design. For this purpose, design germination is used as a metaphor: Planting
the design seed is not adequate to grow a deep-rooted tree. Similarly, to
benefit all the corporate domains from the shadow of the tree; different
design disciplines are to confront, communicate and collaborate in harmony.
To facilitate collaboration, having a unanimously accepted picture of the
territory of design is important. On the other hand, empirical findings suggest
that such an unanimously accepted territory of design among non-designer
executives does not exist.


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


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