The ability to design excellent products, services and experiences is a fundamental source of commercial success. Therefore design (competency) is an important asset to a company or organisation which needs to be strategically planned and managed.
Well-managed design has the power to enable strategy, create innovation, build brands, and ensure customer satisfaction. It enables a company or organisation to create an identity, to differentiate itself and its offering from others, and allows for a unique strategic position in the market.
Design Management is a commercial imperative because it enables a company or organisation to successfully use design to innovate and adapt itself to the market – addressing consumer/user needs and benefits.