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    Trends that recognised design as a core competency in creating a sustainable corporate advantage

    Trends, according to the Joziasse, that caused design going beyond merely estethics and/or decoration in becoming a source for gaining sustainable competitive advantage were supposed to be:
    + design as a core competency
    + integration of design into the business world
    + design management and planning as a focus for consultancies
    + the merging of business and design education:

    The consequence was that some prospect corporations have developed design as a continuous element of corporate strategy.  And out of that is the claim that sustained design strategy allows companies to take leadership positions in their sectors.

    Sources:
    Joziasse, Frans. Corporate Strategy: Bringing Design Management into the Fold in Lockwood Th. & Walton Th. (eds). 2008. Building Design Strategy: Using Design to Achieve Key Business Objectives. DMI & Allworth Press, 257 p.
    Lockwood, Thomas. Design Value: A Framework for Measurment in Lockwood Th. & Walton Th. (eds). 2008. Building Design Strategy: Using Design to Achieve Key Business Objectives. DMI & Allworth Press, 257 p.

    Marko Savić, managing director at Vizuarna, strategic design consultancy. Design manager and corporate identity consultant.

    Tags: Corporate Design, Corporate Strategy, Design Business Development

    This entry was posted on Monday, January 18th, 2010 at 12:45 am and is filed under Marko Savić. You can follow any responses to this entry through the RSS 2.0 feed. Responses are currently closed, but you can trackback from your own site.

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