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Design as brokering of languages: Innovation strategies in Italian firms
Author(s) -
Verganti Roberto
Publication year - 2010
Publication title -
design management journal (former series)
Language(s) - English
Resource type - Journals
eISSN - 1948-7169
pISSN - 1045-7194
DOI - 10.1111/j.1948-7169.2003.tb00050.x
Subject(s) - citation , sociology , management , computer science , library science , economics
As design is increasingly recognized as a strategic resource, corporations are exploring new ways to involve design consultants in their innovation processes. Designers are moving from their traditional roles in the development process, in which they chiefly address issues of styling and ergonomics, to a more creative contribution in generating new product concepts. Their input ranges from product and process engineering to field support in understanding customer needs; from brand design to strategic consulting. Corporations have evolved a significant array of options for interacting with design consultants. S T R AT E G Y