What Drives Organizations to Employ Design-Driven Approaches? A Study of Fast-Moving Consumer Goods Brand Development

摘要

In recent years, design has increasingly moved its business role away from simply creating tangible artifacts to attempting to drive organizational cultural change. The success of a design-led culture at multinationals such as 3M, Samsung, Apple, and Procter & Gamble has triggered interest in the use of design to support innovation in product development and the management of such processes (Baglieri, Zamboni, Secchi, and Rampino, 2008; Bruce and Cooper, 2000; Trott, 2008), Despite this higher place on the corporate agenda, research into design's integration into an organization's DNA has uncovered a problematic relationship between business and design. This disconnect is often attributed to differing mindsets and conflicting working practices of design and business professionals (Fraser, 2009; Lafley and Charan, 2008; Verganti, 2006).