products services and branding Services are not merely a problem for the

Products services and branding services are not

This preview shows page 2 - 3 out of 19 pages.

products, services and branding. Services are not merely a problem for the service industry but are as important to manufacturing organizations, the public sector and charitable organizations. Bill Hollins chapter on A Prospective of Service Design Management shows how new and emerging design practices and design professions, too, provide new contexts for design management research and practice. He points out how service design was initially understood to be a variation of engineering design and looked at as just another type of product . He explains how this idea has changed and discusses the consequences for the role of design in organizations. Davide Ravasi and Ileana Stigliani situate design in Small and Medium-sized Enterprises (SMEs). Their chapter Successful Design Management in Small and Medium-sized Businesses explores the factors that lead to successful design projects in SMEs. Ravasi and Stigliani highlight the problems that emerge when design consultancies engage with managers who are often unfamiliar with professional design activities and processes. Their findings provide useful insights into issues of design education for managers, which we address in detail in Part II. However, their chapter offers the perspective of design consultants and what they wish managers in organizations would know about design. With that, they offer a fresh perspective on a classic theme, which has been memorably put in words by David Walker in Designers and Managers: Two Tribes at War? (Walker 1990). Thomas Lockwood s chapter A Study on the Value and Applications of Integrated Design Management, closes this section with another take on embedding design in the organization. He uses the findings from his study into visual branding to draw insights into integrated design management. For Lockwood, the role of integrated Editorial Introduction 183 design management is one of enabling innovations in distinct design disciplines present in an organization while ensuring an overall coherent design experience. Despite this obviously significant role, he finds that research and knowledge about integrated design management are lacking both in the academic community and in the practice community. Strategy in Design Management Ever since Kotler and Rath highlighted design as a strategic tool (see Part I), the role of design in strategic matters has been a topic of great interest in design. The opportunities for design to tackle strategic questions has been advanced by two key developments in the field of strategy. For one, the concept of a strategy has changed. No longer is strategy considered a finished product that needs to be executed. Instead, a strategy is interpreted to be an action and to be in action. This shift in interpretation has brought the concepts of product development closer to those of strategy making.
Image of page 2

Subscribe to view the full document.

Image of page 3
  • 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