A Study on the Impacts of Design DESIGN AS COMPANY’S STRATEGIC RESOURCE: A Study on the Impacts of Design Host Institution: Faculdade de Arquitectura - UTL Partners: CPD APD Funds: FCT – Fundação para a Ciência e a Tecnologia 15-Apr-19

The Problem DESIGN AS COMPANY’S STRATEGIC RESOURCE The erratic use of Design by most Portuguese Companies implying competitive shortfalls Here is the challenge: Design is one of the keys to business success in the nineties... T. Peters 15-Apr-19

The objectives DESIGN AS COMPANY’S STRATEGIC RESOURCE To capture the Portuguese manufacturing companies’ perspective and sustainable use of Design and its impact on business results. To derive the appropriate consequences e.g. the development of methodologies towards the use of Design as a strategic business tool. Total design is a multidisciplinary, iterative process that takes an idea and/or market need forward to implement or selling. Organizations can move forward in a logical manner if they expend some effort on the strategic link with design. B. Hollins 15-Apr-19

The Team DESIGN AS COMPANY’S STRATEGIC RESOURCE Researchers: Partners: Consultants: Luís Romão (FA.UTL) Beatriz Vidal (CPD) Eija Nieminen (Designium, Helsinki) Fernando Caria (FA.UTL) Isabel Cotrim (CPD) Robin Roy (DIG, Cambridge) Rita Almendra (FA.UTL) Alexandra Bertrand (CPD) Paulo Jorge Urbano ( FC.UL) Eduardo Afonso Dias (FA.UTL) José Vicente (APD) José Monteiro Barata (ISEG) Paulo Santos (APD ) Pedro Nevado (ISEG) José Marcelino (FA.UTL) Francisco Ferreira Gomes (FA.UTL) Team work is working together toward a common vision. Andrew Carnegie 15-Apr-19

The Phasing of the Project (early stages) DESIGN AS COMPANY’S STRATEGIC RESOURCE The Phasing of the Project (early stages) Time Span - 36 months as from September 3rd 2007 Sample Definition and Questionnaire Design - September / October 2007 On Line Survey - November 2007 / January 2008 Interviews / Observation - January 2008 / April 2008 15-Apr-19

The Ultimate Goal DESIGN AS COMPANY’S STRATEGIC RESOURCE To provide manufacturing companies with a computational model aimed at valuating the impact of Design strategy and management in business indicators, such as: propensity to innovate / innovation record; branding; cost control: market share; clients’ retention; clients’ profitability; sales and growth; ROI; stock value; - ... 15-Apr-19

The conceptual model DESIGN AS COMPANY’S STRATEGIC RESOURCE COMPANIES DESIGN STRATEGY MANAGEMENT OPERATIONS DRIVERS From No Design, to Styling, to Design as a Process, to Strategic Design (Design Ladder) The only important thing about design is how it relates to people V. Papanek 15-Apr-19

The Role of the Industry DESIGN AS COMPANY’S STRATEGIC RESOURCE The Role of the Industry Partnership philosophy Cooperation Openness In the end, De.: SID is your Project ... there’s a huge river of misunderstanding between the design and the business world. You have to start building a bridge between them P. Gorb 15-Apr-19