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Managing Design for Competitive Advantage A Process Approach
Author(s) -
Olson Eric M.,
Slater Stanley F.,
Cooper Rachel D.
Publication year - 2000
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2000.tb00143.x
Subject(s) - nature versus nurture , creativity , competitive advantage , process (computing) , design management , process management , design strategy , business , computer science , marketing , operations management , engineering management , knowledge management , management , sociology , engineering , psychology , economics , information management , social psychology , anthropology , operating system
F OR EXECUTIVES who want to strengthen the design/ business relationship, Eric Olson, Stanley Slater, and Rachel Cooper make some clear recommendations. Make sure designers and design managers understand the organization's competitive strategy; enumerate the design elements inherent in that strategy; nurture open communication between design and other functions; develop design briefs that stimulate creativity at the same time they reinforce business strategy; and measure performance. It's advice that's both sound and challenging.