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How Design Becomes Strategic
Author(s) -
Jevnaker Birgit Helene
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.tb00286.x
Subject(s) - leverage (statistics) , nature versus nurture , multidisciplinary approach , business , process management , value (mathematics) , knowledge management , strategic management , marketing , computer science , sociology , social science , machine learning , anthropology
EXTRAPOLATING from detailed case studies, Birgit Jevnaker describes three approaches to managing assets that allow organizations to leverage design resources more effectively. First, executives should integrate competencies in a dynamic, rather than a linear, fashion. Second, they should nurture talent‐rich design/business relationships and a broad range of external and internal multidisciplinary networking. Third, building on what is ideally a creative mix of talents and content, they should emphasize the modeling of design experiences capturing value from business/design opportunities.