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

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