Research indicates that true design leadership is not

This preview shows page 5 - 7 out of 13 pages.

Research indicates that true design leadership is not only about leading design into effective business results but also about leading the process of business innovation through design (Hargadon 2005; Verganti 2009). Thus defined, design leadership is hardly ever recognized in the business community. Effectiveness of Design and its Financial Support. Over the last twenty years, advertising agencies like WPP and EUR O have been growing into global companies with a strong focus on their financial management. Although one can disagree with the quality of the output of the ad creation process, one must acknowledge the way the ad world
Image of page 5

Subscribe to view the full document.

has created a platform for funding their activities. By measuring and proving the effectiveness of their campaigns with widely accepted methodologies like monitoring sales, new customers, requests for information, phone inquiries, retail store traffic, web site traffic they create a gateway to the significant marketing budgets. There are, of course, some design leaders like Claudia Kotchka, the former Head of Design of Procter & Gamble, who have been able to implement new metrics to measure the successful application of design in innovation (Lafley and Charan 2008). 404 Design, Management and the Organizatio n But this has not yet led to an industry-wide methodology that makes it more easy and credible to direct design investments. Scaling from Large to Small Businesses. Many case studies and specifications about best practice in design leadership talk about large companies. But how far did the design community succeed in transferring this learning into the smaller scale business environment? And how are smaller budgets coped with? Of the 19.3 million enterprises in the European Union (EU) today, the World Bank classifies 99.8 per cent as SMEs. These SMEs employ some 75 million people (source: (accessed 30 March 2011). In the last decade, SMEs were the primary generators of new jobs, whereas big companies downsized and reduced employment. Yet SMEs provide products and services that the big competitors do not concern themselves with. The SMEs often deliver what no one else seems to want to deliver and, in many cases, they do it very well. So what is the role of design leadership in all this? Basically, SMEs seem to be attractive for design leadership as, on average, these companies are younger and more driven by innovation, hence design often frames opportunities instead of problems. They are closer to their markets and customers and they work more often in multidisciplinary teams. A recent study of the European Union shows that design leadership has rarely entered into these companies (Kootstra 2009). Cultural, Learning, Education Some limits for design leadership can be linked to culture, learning and education.
Image of page 6
Image of page 7
  • Fall '19

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern

Ask Expert Tutors You can ask 0 bonus questions You can ask 0 questions (0 expire soon) You can ask 0 questions (will expire )
Answers in as fast as 15 minutes