1. 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

2. 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

3. 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

4. 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

5. 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

6. 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

7. 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

8. 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