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Strategic Design : Eight Essential Practices Every Strategic Designer Must Master - Giulia Calabretta

Strategic Design

Eight Essential Practices Every Strategic Designer Must Master

By: Giulia Calabretta, Gerda Gemser, Ingo Karpen

Paperback | 1 November 2016 | Edition Number 1

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Design professionals are no longer just executors of new product/service design briefs but are increasingly involved in the crafting of these briefs and in the strategic decisions leading to these briefs. In order to effectively play this strategic role, design professionals need to master a set of strategic practices - i.e., routinized strategic actions and ways of working. However, since the strategic role of designers is a relatively new development, many designers lack knowledge on specific practices for acting effectively on a strategic level in innovation projects.

In this book we provide an overview of these practices, of tools supporting these practices, and of case examples in which companies and designers have effectively used these practices. This book will help design professionals to become familiar with effective practices and tools for strategic innovation projects and give them a set of guidelines for easily and quickly applying these practices and tools. The cases in this book will refer to companies of different size and age, operating locally or globally, and offering products and/ or services.

It will be aimed at design professionals who are or want to be involved in innovation on a strategic level (e.g, co-development of design briefs, innovation portfolio management, growth strategy, business model innovation). These design professionals might be working for design/innovation consultancies or as design/innovation managers within a company.

About the Author

Dr. Giulia Calabretta is Assistant Professor in Strategic Value of Design at Faculty of Industrial Design Engineering, Delft University of Technology (Delft Netherlands). Giulia earned her PhD from ESADE Business School (Barcelona, Spain). Her research interests are in the area of innovation and design management. Currently her research is focused on understanding how design skills and methods can be effectively integrated in the strategy and processes of companies, with a particular interest on the role of designers in innovation strategy and early development. Her research has been published in such journals as the Journal of Product Innovation Management, Journal of Business Ethics, and Journal of Service Management.

Prof. Gerda Gemser is Full Professor of Business and Design at RMIT University of Technology and Design, Melbourne, Australia. She is one of the distinguished full professors appointed by RMIT University to stimulate design research. Gerda earned her PhD degree at the Rotterdam School of Management (The Netherlands). She has conducted different studies on the effects of design on company performance (in cooperation with the European governments and design associations such as the Association of Dutch Designers (BNO) and Premsela).

She has held positions at different universities in The Netherlands, including Delft University of Technology and Erasmus University (Rotterdam School of Management). She has been a visiting scholar at the Wharton School, University of Pennsylvania (US) and Sauder School of Business, University of British Columbia (Canada). Her research is focused on management of innovation and design in particular. She is part of the editorial board of Journal of Design, Business and Society, is co-chair of the Advisory Board for the annual Design for Business research conference as organized by Agideas (Design Foundation Melbourne), and is part of the Executive Board of RMIT s Design Research Institute.

She has published in journals such as Organization Science, Organization Studies, Journal of Management, Journal of Product Innovation Management, Long Range Planning, and The Design Journal, International Journal of Design and Design Studies.

Dr. Ingo Karpen is a Senior Lecturer in Marketing at RMIT University, a Member of the Design Research Institute at RMIT University, and Visiting Associate Professor at Copenhagen Business School. Ingo earned his PhD degree at The University of Melbourne, Australia. In his research Ingo focuses on understanding, measuring and managing business success factors from a strategic marketing and design lens, drawing on management, service and design perspectives to better understand and inform value co-creation strategies. Ingo has published in the Journal of Retailing, Journal of Service Research, Marketing Theory, Journal of Strategic Marketing and International Marketing Review.

Combining academic contribution and managerial relevance, Ingo works with international industry and education partners to facilitate knowledge generation for the betterment of business and society."
Industry Reviews
"Finally there is a practical book on strategic design. . . . The content comes from the best possible mix of leading academics and seasoned practitioners, who not only have the advanced experience, but also the talent to clearly communicate about these matters"
-Cees de Bont, Dean of School of Design, Hong Kong Polytechnic University

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