DESIGN MANAGEMENT

Design Management

Table of Contents

Chapter 1: Introduction1

Overview1

Purpose of the Study2

Significance of the Study3

Aim & Objectives3

Chapter 2: Literature Review5

DESIGN MANAGEMENT5

-Designing For Thrownness5

-Strategy and Design11

-Strategy and innovation13

-Design and the Organization15

-Corporate design strategies18

-A note on Globalization20

-Finance and Design24

-(Re)design in Management28

BRANDING29

-Is a brand a product, a service or a company? Is it a logo, a marketing strategy or an attitude?29

-Visual communication - culture, communication & conflict32

-Innovation = Creativity and Commercialization33

-Branding and Innovation34

-Managing design in eleven global brands36

SALES & MARKETING40

-The Value of Design40

-Sales strategy and design44

-Marketing and Design46

-Design tools48

-Marketing communications - strategies51

Chapter 3: Methodology55

Theoretical proposition55

Research Design55

Data Analysis58

Chapter 4: Results and Findings59

Chapter 5: Conclusion72

Theoretical implications74

Management implications76

References77

Appendix90

Design Management

Chapter 1: Introduction

Overview

It has been methodically considered in publications that a very broad market orientation has a affirmative influence on a company's financial outcomes (Greenley 2005; Jaworski and Kohli 2003; Kahn 2001; Kohli, Jaworski and Kumar 2003; Narver and Slater 2000:45). Additionally, it has been verified that there is a connection between buying into in design and advanced enterprise outcomes (Black and Baker 2007; Sisodia 2002; Bruce, Potter and Roy 2005; Walsh, Roy and Bruce 2008; Ulrich and Pearson 2008; Gemser and Leenders 2001; Borja de Mozota 2002; Hertenstein and Platt 2001; and Hertenstein, Platt, and Veryzer 2005:85-95). Yet, whereas both design and trading publications issue to the reality of an interrelationship between market orientation and design orientation for enterprise achievement, this connection has not yet been investigated directly. (Baldwin 2006:88)

The target of this study is to study design oriented businesses (i.e., that glimpse design as a comparable benefit and incorporate their design methods into their enterprise strategy) and to work out if this scheme encourages market orientation. The outcomes have both theoretical and managerial implications. On one hand, it undoes up a new line of study: reinforcing market orientation founded on the strategic use of design. On the other hand, we construct, through qualitative study, a administration form that can boost market orientation by advancing a company's capability to organise design. (Boland 2004:12)

In alignment to accomplish the study target, we directed a case-study methodology, founded on a form evolved by Montana and Moll (2003:16), to twenty-eight Spanish businesses -from the electronics, furnishings, and restaurant/hotel industries- renowned for their good enterprise practices and for utilising design as a enterprise resource. We founded the development of the form on the use of a case study methodology because it serves "as the cornerstone from which to evolve idea inductively," and emphasises "the real-world context in which the phenomena occur" (Eisenhardt and Graebner 2007:25).

Purpose of the Study

In history, a lot of organization used design management in sales and marketing or businesses succeed. As we know, LVMH group, Moet Hennessy Louis Vuitton is the leader in luxury brand. Moreover, they make used of design management to improve and their brand success. This paper discusses how Design Management can improve in Sales & marketing (Branding in business).

Significance of the Study

Exclusivity proceeds hand in hand with an opening to place the merchandise as a premium product. Effective design adds to the seen worth of the ...