Managing Design for Competitive Advantage A Process Approach

Abstract

FOR EXECUTIVES who want to strengthen the design/ business relationship, Eric Olson, Stanley Slater, and Rachel Cooper make some clear recommendations. Make sure designers and design managers understand the organization's competitive strategy; enumerate the design elements inherent in that strategy; nurture open communication between design and other functions; develop design briefs that stimulate creativity at the same time they reinforce business strategy; and measure performance. It's advice that's both sound and challenging.