Building Design Strategy: Using Design to Achieve Key Business Objectives

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More About This Book

Overview

Building Design Strategy offers innovative insights on using design as a strategic resource. Editors Thomas Lockwood and Thomas Walton of Design Management Institute have gathered wisdom from more than 25 international experts, including CEOs and presidents of major brand management firms, engineers, and professors of design. In Building Design Strategy, this first-hand knowledge is combined with fascinating case studies of corporations such as Motorola and Microsoft to present the role of design as it relates to corporate strategy. This compelling blend of theory and practice explores the different types of design and the benefits of implementing strategy in design, including:

 ▪ building a brand image ▪ improving return on investment ▪ improving usability and sustainability ▪ increasing customer satisfaction ▪ improving development processes ▪ entering new markets ▪  discovering and eliminating bias and weakness ▪ learning to see the big picture ▪ clearing up misconceptions

Product Details

  • ISBN-13: 9781581156539
  • Publisher: Skyhorse Publishing
  • Publication date: 1/6/2009
  • Edition description: First Edition
  • Pages: 256
  • Sales rank: 1,023,822
  • Product dimensions: 6.00 (w) x 8.90 (h) x 0.70 (d)

Meet the Author



Thomas Lockwood is president of The Design Management Institute and an international authority
on brand and design management. He lives in Boston. Thomas Walton is editor of The Design Management Institute’s Design Management Review. A former professor of architecture, he serves as a design leader for the Public Buildings Service at the U.S. General Services Administration.

Table of Contents

Ch. 1 Design Value: A Framework for Measurement Thomas Lockwood Lockwood, Thomas 3

Ch. 2 Analytic Enhancements to Strategic Decision-Making: From the Designer's Toolbox Ravi Chhatpar Chhatpar, Ravi 13

Ch 3 Corporate Strategy: Bringing Design Management into the Fold Frans Joziasse Joziasse, Frans 23

Ch. 4 Design with Heart Robyn Waters Waters, Robyn 33

Ch. 5 Innovation, Growth, and Getting to Where You Want to Go Ryan Jacoby Jacoby, Ryan Diego Rodriguez Rodriguez, Diego 43

Ch. 6 Design Strategies for Technology Adoption Alonzo Canada Canada, Alonzo Pete Mortensen Mortensen, Pete Dev Patnaik Patnaik, Dev 55

Ch. 7 Strategy for the Real World Kevin McCullagh McCullagh, Kevin 67

Ch. 8 Developing Tangible Strategies Laura Weiss Weiss, Laura 79

Ch. 9 Managing the Evolution of Microsoft's Hardware Business Andy Cargile Cargile, Andy Ken Fry Fry, Ken 87

Ch. 10 The Best Strategy is the Right Strategy Sohrab Vossoughi Vossoughi, Sohrab 97

Ch. 11 The Design Imperative in Consumer Goods Claudia Kotchka Kotchka, Claudia 111

Ch. 12 Visual Thinking: A Leadership Strategy Mark Dziersk Dziersk, Mark 119

Ch. 13 From Lock-in to Lock-out: Using Design to Create Fiercely Loyal Customers Jeremy Alexis Alexis, Jeremy 131

Ch. 14 Law Meets Design: Transforming Valuable Designs into Powerful Assets Joshua Cohen Cohen, Joshua 139

Ch. 15 Measuring the Future Brand Effect of Graphic Design Cert Kotchka Kotchka, Cert Jos Vink Vink, Jos 147

Ch. 16 Design Managers as Company Strategists: The Power of the Eighth S EunSook Kwon Kwon, EunSook Michael Cooper Cooper, Michael Joe Synan Synan, Joe 159

Ch. 17 A New Airplane for a New World: The Boeing 787Dreamliner John Barratt Barratt, John Ken Down Down, Ken 173

Ch. 18 Designing for the Times Joe Duffy Duffy, Joe Eric Block Block, Eric 183

Ch. 19 Delivering Success Through Design: Reinventing the Batting Helmet Dave Franchino Franchino, Dave 193

Ch. 20 How We Developed "Communicating Caterpillar: One Voice" Bonnie Briggs Briggs, Bonnie 201

Ch. 21 Navigating a Sea Change Lauralee Alben Alben, Lauralee 211

Ch. 22 Solving the Right Problem: A Strategic Approach to Designing Today's Workplace Arnold Craig Levin Levin, Arnold Craig 229

About DMI 241

Authors' Biographies 243

Index 249

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