Design Management: Using Design to Build Brand Value and Corporate Innovation

Weaving together the theory-versus-practice approach to design management, University of Paris professor Borja De Mozota shows how design permeates all aspects of an organization. Beginning with the history of design and ending with how design affects brand image, the book provides an overall picture of how to create value and foster collaboration in your organization through all stages of the design process. As founder of the first PhD program in the field of design management, the author explains how this discipline reaches beyond the creative process and applies to other areas such as product development, packaging, and the industrial environment. As firms incorporate the design management process into their cross-functional areas, this unifying action can help to solidify strategy and achieve objectives.