The View from Within : Design's Voyage to Get a Seat at the Strategy Table

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The View from Within : Design's Voyage to Get a Seat at the Strategy Table

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Publication Paper in proceeding
Title The View from Within : Design's Voyage to Get a Seat at the Strategy Table
Author Boztepe, Suzan
Editor Storni, Cristiano ; Leahy, Keelin ; Muireann, McMahon ; Lloyd, Peter ; Bohemia, Erik
Date 2018
English abstract
It is often argued that design serves as an effective change agent in strategy formation. However, the question of how this actually occurs remains largely unexplored. Through case studies of five design consulting firms in Denmark, this paper examines how design gets involved in the making of strategy. The findings show that there are at least two paths to strategy-level work: First, design works its way to strategizing through repeated client engagement and trust building. That is, design consulting firms work with the same client over a long period of time, they gain trust of their clients, so the complexity and strategic importance of their deliverables gradually increase. Second, design consulting firms use human-centered approach as a means for reviewing the business strategy of their clients. That is, user research brings user needs, problems and opportunities into focus, which, in turn, paves the way for strategy-level discussions and solution seeking. Each path is discussed in terms of issues in design management, including, but not limited to, design activities, competence building in design firms and organizational structures.
Conference
DRS2018 Design Research Society, Design as a Catalyst for Change (25 – 28 June 2018 : Limerick, Ireland)
Link http://www.drs2018limerick.org/participation/proceedings .Icon
Publisher Design Research Society, DRS
Host/Issue Proceedings of the Design Research Society (DRS) International Conference: Catalyst;7
Series/Issue Proceedings of DRS;
ISSN 2398-3132
ISBN 978-1-912294-22-0
Language eng (iso)
Subject strategy
strategic design
design management
design
design consulting firms
Humanities/Social Sciences
Research Subject Categories::SOCIAL SCIENCES
Handle http://hdl.handle.net/2043/26109 Permalink to this page
Link http://www.drs2018limerick.org/... (external link to related web page)
Link to publication in DiVA Find this research publication in DiVA.
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