This volume celebrates the value of design to the business enterprise and offers insights on this asset’s contributions to both strategic vision and day-to-day tactical decision making. There are articles analyzing the place and roles of design in the organization. There is a study detailing the reasons small companies often ignore design. There are specific recommendations for effectively managing design. One expert elaborates on design and e-commerce. Several authors present tools for refining design input to the development process, and there are case studies on France Télécom and Royal Caribbean International.

Articles

Defining the Connections Between Design and Business 

Thomas Walton

Managing Design for Competitive Advantage: A Process Approach
Eric M. Olson, Stanley Slater, and Rachel Cooper

Strategic Branding: Bringing the Customer Closer
Marie-Claude Peyrache and Jean- Leon Bouchenoire

The E-commerce Blueprint: Creating Online Brand Experiences
Dave Norton and Lise Hansen

Corporate Strategy: Bringing Design Management into the Fold
Frans Joziasse

Design and Business: Who Calls the Shots?
Raymond Turner

Barriers between Design and Business Strategy
Anna Filson and Alan Lewis

Creating and Managing Brand Experience on the Internet
Bernd Schmitt

Creative Product Analysis to Foster Innovation
Susan P. Besemer

Establishing Strategic Objectives: Measurement and Testing in Product Quality and Design
Noel Mark Noël

Performance Metrics to Measure the Value of Design
Joseph J. Paul