Business management is seen as a more of a money

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Business management is seen as a more of a money-management and a resource-oriented stream, with little consideration for people s emotions; design is viewed as a more humane, empathetic discipline with a mission of creating a comfortable, beautiful and convenient life for all. Although, initially, industry was very excited about the new concept, it did not see how we would combine the two disciplines, so we created presentations about the concepts. Slowly, industry began to appreciate our approach and even saw value in building up a culture of innovation within organizations. However, often businesses were not sure where they would find a place for employees who came to them with the new skills of combining design and management together. Most companies did not have a separate department of innovation as such or a defined role and responsibility that these business designers could take on. We believe it will be three to four years [from 2006] before the companies are able to understand how to fit them into their organization structure. The culture of innovation in management is new in India therefore it is difficult for them to appreciate the innovation initiatives at the lower management level. Often companies feel that such strategic initiatives should be at the higher level of company hierarchy. It is still the case, as in most of the world, that a student typically either chooses to become a manager pursuing his MBA or a designer pursuing a full-time course on design . Institutions have started offering design management courses to the designers
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to help them understand the nuances of management. At WeSchool, the mission is different. Being a management institute dedicated to the cause of business and management education the aim is to ensure that management education is imbued with thinking about the future and is as contemporary as possible. That is where learning from fields like design can influence the programme and the students. Approaches to Design and Management in India 125 Prospective Students Dilemma Externally the disconnection between management and design at first appeared too great. Prospective students of management initially find it too risky to embark on a course like this. Students whose aim was to enter into the corporate world as management trainees found the course curriculum and the objectives of the course very exciting but they were in a constant fear of an identity crisis. They have never heard of a business designer in industry. Since the business design programme at WeSchool is a general management course with design thinking and innovation as the specialized area, this was also too new for prospective students as they had only heard of specialization in marketing, finance, human resources and so forth.
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