In the annual survey of DME (Design Management Europe; 2009) the key question was to present a clearer picture of “what design management is all about”.
DME declares, design as a powerful tool for differentiation that companies can use to make themselves stand out among the competitors. According to DME (2009) Philip Kotler in 1980’s (Kotler & Rath, 1984) claimed that design is important to the company competitiveness. Furthermore the claims of Kotler initiated 15 studies (USA, UK and Scandinavia) to study the impact of design on business performance. The results of these studies showed that design does indeed impact positively on business performance. The emergence of design management as a field of study is credited to economics and marketing theorist Philip Kotler (DME ,2009).
In another study by Chiva & Alegre (2009) the researchers find evidence that design management boost the business performance and that investing in design is positively…
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