More than Heroics: Building Design as a Dynamic Capability

摘要

To understand design's role in creating competitive advantage, we need to comprehend how design and business practices interact within organizations, Miscommunication between fields often results in explanations of practice through simplified processes that do not deeply reflect the actions of their practitioners. Designers anticipate something formulaic from their business partners, who in return expect high-fidelity, market-ready concepts from their design partners. These perceptual gaps often get in the way of the development of reflective business and design partners who are able to collaborate effectively, acknowledging each other's value and the dynamic of a never-finished process for creative work (Vogel and Cagan, 2002).