Journal Name:
- Online Journal of Art and Design
Key Words:
| Author Name | University of Author |
|---|---|
Abstract (2. Language):
This paper elaborates on design in business. It particularly focuses on design awareness
of non-designer executives. The paper is constructed in two parts: Initially, existing
design and design management literature is reviewed to reveal various definitions of
design and descriptions on design awareness and design sensitivity. Secondly, this paper
aims to address the research question whether non-designer managers are aware of
what design in business entails. Therefore, as part of an on-going research, an
exploratory study has been carried out: 18 managers from 12 different industries in
Turkey have been interviewed. A content analysis has been carried out to evaluate the
answers given by the non-designer executives. Empirical findings suggest that nondesigners
do not have a broad perspective on what design in business entails.
Consequently, their companies are likely to be missing major opportunities, since
effective and efficient deployment of design is important in gaining competitive
advantage and to achieve it many design related disciplines are to confront,
communicate and collaborate in harmony.
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