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Strategic Design Versus Silent Design: A Reckoning
Author(s) -
Shams Maha,
Lam Busayawan
Publication year - 2016
Publication title -
design management review
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1557-0614
DOI - 10.1111/drev.12034
Subject(s) - strategic design , design strategy , business , design management , strategic planning , marketing , process management , engineering , computer science , knowledge management , information management , purchasing , mechanical engineering
When non‐designers take on design duties, the results are often not what was intended. It's not that these marketing managers, programmers, and engineers don't intend to do right by their companies; it's that no one in their organizations has thought of design and its place in the big picture of corporate strategy and planning. The consequences are significant. Silent design speaks just as loudly as strategic design. But not in a good way.