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| Fennemiek Gommer |
The Best of Both Worlds: Achieving Design Leadership by Combining Two Design Management Approaches
Fennemiek Gommer, Principal, Spanners Strategic Brand Development
The “two ways to manage design”, also known as the Italian and the Anglo-Saxon approach, were first introduced by Mintzberg and Dumas in 1991. Building on their theory and her own experience with both design cultures, Fennemiek Gommer will demonstrate and discuss how a combination of both is currently used by design leaders to maximize brand performance.
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| Ralf Beuker |
Blogging for Design Leadership: What Corporate PR Can't Tell!
Ralf Beuker, Principal, Strategy Coaching
Blogging goes far beyond telling your department or the public "What" you do. Blogs are about sharing the "Why" issues resulting in a win-win scenario for you and your audience. We will discuss the opportunities that arise from sharing knowledge and what it means for your company to enter the blogosphere.
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| Andrea Cooper |
Signposts for the Next Decade
Andrea Cooper, Head of Design Knowledge, Design Council
From whole scale changes associated with rapid globalization, demographic shifts and environmental responsibility, to the popularization of design in public and business perceptions—the context for professional design is changing. Such occasions call for a particular kind of design leadership. 'Signposts' seeks to do just that by tracing the connections between these issues and challenges and relating them to the development of new design opportunities for the next decade.
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| Jose Manuel dos Santos |
Applied Innovation: Beyond R&D, Design and Marketing
Jose Manuel dos Santos, Account Manager, NODE PARTNERS SA
Applied Innovation is about the detection and generation of new business opportunities. It’s about creating new areas for healthy competition through products and services that escape the day-to-day market pressures. We will discuss the requirements and methodology for Applied Innovation based on our own experiences.
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| Philippe Picaud |
Why Design Is not an Added Value
Philippe Picaud, Design Director, Decathlon
Today, the most successful companies understand that design has played an important role in establishing their leadership positions in the market. Design has found the link between users and their attitudes, and the market and available technologies. Philippe Picaud will examine how the ability of design to both articulate this link and to project outwards, gives design the edge on other established disciplines within organizations.
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