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Organization and management of design;
a cultural industry currently
characterized by massive change,
numerous challenges and a blue
ocean of untapped potential
Steinar Valade-Amland
Managing director, Danish Designers
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RationaleFrom arts and crafts based to strategic competence
Design has evolved from being arts and crafts based to
increasingly playing a role as an integral and strategic
discipline with relevance to manufacturing industries as well
as private and public services - yet it is still fundamentally
creative.
The hallmark of design and designers remains that of
reading the weak signals and adding value through
attraction.
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ChallengeNew management and organizational practice
However, as contexts change and expand, so does the
scope of design's output and design practice - inevitably
posing new challenges with regard to the management and
organization of the underlying processes, the building of new
competencies and the communication of design.
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Anna Valtonen, UIAH, Helsinki
Six decades of design
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Promoting national aesthetic ideals
The fifties
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Enhancing hard core industrial products
The sixties
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Focus on user involvement and ergonomics
The seventies
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Emergence of design management
The eighties
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Corporate identity, branding and communication
The nineties
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Design as driver of innovation
Today
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calls for new insight and ways of dealing with design
This development
• new political measures
• new approaches to design education and research
• new ways of promoting design
• new vocabulary
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calls for new strategies
Increased complexity
• Is design still a “creative industry”?
• Is it just expanding or is it changing its fundamental
character?
• Is it rather a business strategy than a business needing
new strategies?
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external factors influencing the change of design
Contextual parameters
• Globalization
• Economic growth
• Technological developments
• Focus on user driven innovation and user centered design
• Focus on cutting costs and time to market
• New paradigms like CSR, climate changes, sustainability
and ethics
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factors deriving from how we manage design
Organizational parameters
• On individual designer or design studio level
• On design industry level
• On design policy level
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on individual designer or design studio level
Managing design
• New competences, professional profiles and professional
identities
• New alliances
• New market possibilities
• New competitive landscape
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on design industry level
Managing design
• New professional identities and more inclusive peer criteria
• New roles in terms of what and whom to influence
• New educational programmes, further education and research
• New sources of relevant input, new networks and alliances
• New ways of discussing design
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on design policy level
Managing design
• Choice of policy domain
• Co-ordinated and coherent policy development
• Strategies both on local, regional, national and supra-nationallevels
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initiatives needed on joint European levels
EU
• Identifying the key roles of design first - then design political
measures; competitive tool, innovation agent, cultural
differentiator as well as integrator, social welfare
methodology, brand building devise or policy process
facilitator...
• Developing a coherent strategy for education in - and research
on - design
• Promoting the value of design to European industries,
organizations, private as well as public service and to policy
makers on all levels
• Facilitating professional design practice and an open design
services market
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at the major challenges for the design profession
Looking inward
• Adapting to changing paradigms
• Building competences within - and advocating - a more
socially responsible and sustainable development
• Managing transfer of methodologies and processes from
private enterprise contexts to public services
• Discussing and managing IPR and open source issues
• Becoming more profitable, thus more interesting to
investments, seed capital, potential partners etc.
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contributing to, maintaining and encouraging
...while still
• Cultural diversity and inclusiveness
• User advocacy, relevance and value
• Relevance of traditions and values, crafts and artistry to a
new age
• Focus on emotional values, aesthetics, beauty and
attraction
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Thank you