Strategic design in the dialogue between design culture and company culture
The main goal of this article is to stimulate a cultural dialogue between design and companies. Strategic design, a result of this dialogue, is today one of the most relevant reflections for the evolution of design in relation to the development of companies. The analysis uses etymological and bibliographic resources as well as case studies in order to assess the potential of design for the development of corporate competitive strategies. Such potentials have to be structured in the organizations and be affirmed through the daily actions of designers.Key words: strategic design, project culture, company culture, competition.
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