Design management.Managing innovationfor the enterprise

Carlo BranzagliaDesign Management Center

A methodological

approach

www.dmcbologna.org

Design, business, strategy

- Design between practice and theory

- Design as a methodology: discipline or tool?

- Strategic design: B2C and B2B

- Design and business

- Design leadership

- Enterprise and design

A general approach

The role of design

- Design thinking

- Envisionising of the future

- Manifesting strategic intent

- Directing design investment

- Managing corporate reputation

- Creating and nurturing an environment

of innovation

- Training for design leadership

Design & Innovation

The Design Ladder

What we can do / 1

Measuring design awarenessin companies

The DM Staircase

What we can do / 2

Design as a strategic tool

What we can do / 3

Design as culture:some points to move towards- A sensible interface with final user- Open specialization- Responsability- Day by day learning- Continuous redifinition of the goals- Maintaining its own reputation- No standard format- Transforming problems in opportunities- No barriers- Motivation / participation

What we can do / 4

Enterprise: some crucial point

- Production or service- B2B or B2C- Cluster (which part of)- Tradition - Specialization- Core business (core value)- Identity- Positioning- Internal organization

- Low availability of resources

What we can do / 5

A set of tools

- Conferences- Concept design workshops- Brainstorming- Unconventional surveys- Visual facilitation- Contacting university- Educational activities for managers- Internal workgroups- Guided tours- Wide-spectrum benchmarking- Capsule collection