THE STRATEGY - DESIGN ALIGNMENT: WHICH GUIDELINES TO ENSURE COHERENCE BETWEEN STRATEGIC THINKING AND DESIGN PROCESS
Editor: Marjanovic D.
Author: Mira-Bonnardel, S.
Section: MULTIDISCIPLINARY ASPECTS OF DESIGN
Page(s): 1133 - 1138
The intention of this paper is to understand how strategic objectives of a company really interact with operational objectives of the company’s design process. The question is: how to guide design in order to make the process as well as the results coherent with the strategy of the firm and eventually increase its global performance. This complex question will be tackled with the particular point of view of management sciences. Taking this point of view, we aimed at participating to the multidisciplinary opening of the research on design which will undoubtedly increase design performances. By presenting the studied case of a French industrial company we will give robust guidelines to ensure coherence between strategic thinking and design process. We’ll show in which organisational, cultural and managerial characteristics can be developed.