Abstract
This article addresses innovation, entrepreneurship and design management, aiming to investigate how it could contribute to the maintenance of the innovative character of startup companies. A brief survey was made on the importance of design in organizations. The timeline with the main developments from the 1950s to the present day, revealed that design has been strengthened as an entrepreneurial and strategic character. Subsequently, the Brazilian startup scenario was structured, analyzing the context in which they are inserted, as well as their management paradigms, which culminated in the search for information about design management and its role for the innovation of organizations. As a result, the theoretical studies allowed the elaboration of a model with five processes: Design for innovation strategies; Design for idea generation; Design for concept creation; Project to represent the company; and Design as an integrator.
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