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

Acknowledgments iv Foreword v Preface vi PART I: THE FUNDAMENTALS OF DESIGN MANAGEMENT The Field of Design 2(19) The History of Design: Portraits of Entrepreneurs 21(19) Design and Business Performance 40(27) Design Management 67(14) PART II: THE VALUE OF DESIGN Design and Marketing: Differentiation Through Design 81(33) Design and Innovation: Coordination Through Design 114(28) Design and Strategy: Transformation Through Design 142(25) PART III: DESIGN MANAGEMENT IN PRACTICE The Design Firm 167(19) Operational Design Management 186(28) Functional Design Management: Managing the Design Department 214(24) Strategic Design Management 238(20) Conclusion 258(3) Bibliography 261(15) Index 276