Rather than a counterdiscipline it is a

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Rather than a counterdiscipline, it is a multidiscipline built on the assumption that
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close cooperation among different disciplines is a wholesome thing. The postmodern version of design management interdisciplinarity seeks not to unify or totalize, but to respect the differences and not the dream of the end of the disciplines and their jargons. What happens is always contamination. (Jacques Derrida, in Leitch 2003: 170) The idea of Design management as contamination is not clear in terms of which connections might exist between the aims of this view of design management and today s market economy with its need for rapid change renewal, its disregard of established ways and traditions and its preference for flexibility and temporary contracts. Theory building is important for creating a mental image of the territory of design management. The example of the strategic theories, explored in detail over two decades, can be replicated with other management theories. With such interdisciplinary research, Design Management will be defined in organization studies. 292 Design, Management and the Organization Because the design activity is an activity that is integrated within society, institutions and organizations, analysing this activity from the viewpoint of organization studies is pertinent. Romme, in 2003, saw organization as design and how scholars in organization studies can guide human beings in the process of designing and developing their organizations towards more humane, participative and productive futures. So this viewpoint will provide insights for designers and design managers on how to adapt their roles to the different organizational contexts and also on understanding the reasons underlying the success of design thinking in our postmodern economy. Design strategic value is driven by the organizations strategic platform in strategy definition, selection and implementation processes. When managing design value in organizations, it should not be forgotten that all organizations are different in the way in which they develop their strategies. Nonetheless, design managers can act as actors of change in the theory behind the corporate culture through the assessment of design strategic value. Note 1. Author s translation: This is what a theory is; it is exactly like a toolbox. It has to be useful. And not for yourself. If there are no people to use it, starting with the theorist himself, then the theory is worthless or its moment has not yet come.
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