Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/15673
Title: Strategic Design as a Driver for New Thinking and Practice in Core Business Functions
Authors: Lam, B
Choi, Y
Keywords: Strategic design;Design management;Branding;Innovation;Organisational policy
Issue Date: 2017
Publisher: JOMARD PUBLISHING
Citation: New Design Ideas, 2017, 1 (1), pp. 12 - 27 (16)
Abstract: This paper discusses how design can be used strategically to push the boundaries and come up with new thinking and practice in four core business functions, namely branding, strategic management, organizational policy and innovation development. The paper reviews literatures in relevant fields and examines four case studies. In all cases, the problematic situations will be explained, followed by the design research processes and the proposed solutions. Based on the analysis of all cases, the way in which design could be used to overcome existing boundaries and introduce new ideas can be categorized into three aspects. Firstly, design thinking provides a useful approach for examining problematic situations in a holistic way. Secondly, creative thinking, which is an integral part of design, helps solve problems and create solutions to current practices. Finally, the human-centered nature of design ensures that outcomes match different stakeholders’ requirements, which could help speed up the acceptance process.
URI: http://bura.brunel.ac.uk/handle/2438/15673
ISSN: 2524-2148
Appears in Collections:Dept of Design Research Papers

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