My Brunel University Masters dissertation offered fresh perspectives on how strategic design management can play an more effective role in UK companies and organisations. It explored three areas at the interface between business and design.
1. How design, as innovative thinking process, can contribute to business strategy.
2. Developing a service innovation strategy; to engineer the ‘customer experience’ and reduce the risk of brand commoditisation.
3. Design Strategy, initiating a new dialogue between business and design.
Findings from the topic review, led to recommendations that any organisation, interested in using the full potential of design, could implement.
Report: How can business better leverage the potential of design as a strategic management tool?
