Volume 20, Number 3, Summer 2009

There is no doubt about the interrelation of design and business. In fact, business simply could not exist without design. Even better, most businesses recognize that design is at once a process, as well as an outcome, which results in products, communications, interactions, and services-and is thus an important strategic tool. But what is more interesting is that the methods and techniques used to make the most of design are varied, ranging from full outsourcing to full internalization of design resources. What fills this gap best is… design management. This issue of the Design Management Review is an example of our commitment to presenting new thinking and diverse points of view.

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DME: A European Design Management Journey
Sally Brazier, Consultant, European Design Center, The Netherlands; Barbara Quintas Cruz, Project Manager, European Design Center, The Netherlands
Design Management Europe (DME) is an initiative that was begun in 2007 to heighten awareness and understanding of design management in European businesses, particularly SMEs. Besides presenting the annual DME Award, this organization has built an...

Design that Pays
Xènia Viladàs, Design Management Consultant
Small companies that have tended to neglect design in the past may now perceive it as an attractive tool for leveraging profits. Indeed, design seems to pop up nearly everywhere nowadays, once people start looking for it. However, smaller...

Integrated Brand Experience Through Sensory Branding and IMC
Jai Beom Kim, Associate Professor, Sungkyunkwan University, South Korea; Yoori Koo, Part-Time Lecturer, Hongik University, South Korea; Don Ryun Chang, President, International Council of Graphic Design Associations; Professor, Hongik University, South Korea
In traditional marketing environments, enterprises tried to lead customers into purchasing and consuming products and brands with carefully implemented marketing strategies. Now, however, globalization and advances in technology have enabled...

Managing Design in SMEs
Antonia Ward, Managing Editor, UK Design Council; Jan Dekker, Editor, UK Design Council
In the UK, where 95 percent of firms employ fewer than five people, the British Design Council has launched an initiative called Designing Demand to help stimulate design-led innovation among the nation's smaller businesses. The UK government has...

Samsung Electronics and the Pathway to Integrated Design Success
Kyung-won Chung, Vice Mayor, Metropolitan Government, Seoul, Korea; Karen Freeze (1945-2009), Senior Research Fellow, DMI
In this past two decades, Samsung has built a reputation as a design-driven company, one that puts design at the heart of its corporate strategy. Kyung-won Chung, currently a vice mayor of the metropolitan government of Seoul, South Korea during...

Transition: How to Become a More Design-Minded Organization
Thomas Lockwood, President, DMI
Becoming a design-minded organization is challenging and takes time, but with the right planning, and a little nurturing and patience, it is not as difficult as it might first appear. First, it is crucial to learn to see design as a process, not...

Unleashing the Full Potential of Design Thinking as a Business Method
Christiane Drews, Independent Design Strategist, Specialising in Product Innovation and Development Strategy
What is the mindset that leads a company toward design thinking? How do designers use design thinking, and what are its uses for the larger business community? Researcher and consultant Christiane Drews interviewed 13 experts from business...

Your New Design Process Is Not Enough - Hire Design Thinkers!
Mauro Porcini, Head of Design, Consumer & Office Business Worldwide, 3M
As head of design for the Consumer & Office Business Worldwide division of 3M and having founded and run a design consulting firm, Mauro Porcini has had ample opportunity to ponder design's role in a corporate setting. "In any process aiming to...