Design is considered as the main driver of innovation in Organizations, which is the fundamental principle for differentiation and branding. In the meantime, design management has been accepted as part of the strategic trend and strategic resource, because it acts as an incentive for innovation, which prepares the organization to acquire a superiority over its competitors.

The first thing that comes to mind with the design is the appearance of products; however, research suggests that design can go far beyond traditiona aesthetics. Design can be used as a factor of cost savings, business process improvement, and organizational sustainability; thus, it has a positive effect on the financial and non-financial performance of the organization. Business publications highlight the central role of design as an organizational differentiation factor, especially when design performance is upgraded to a strategic level in organizations.

In the meantime, design management has been accepted as part of the strategic trend and strategic resource, because it acts as an incentive for innovation, which prepares the organization to acquire a superiority over its competitors. The British Standard Institute (2008) explains that:

design management is in a wider scope than design and defines it as a more detailed examination of design activities and design management practices at corporate and project levels.

Since 1960 design management has been addressed as a strategic business resource for sustainable competitive advantage focusing on design through product differentiation, effective management of design projects and or brand value creation. Design management is capable of generating and maintaining competitive advantage through potential innovation and creativity and the creation of flexible and dynamic organizations.

Management activities related to design management has been defined by the Design Management Institute (2017) as an activity which involves ongoing processes, business decisions and strategies which lead to innovation and effective design of products, services, communications, environments, and brands to improve quality of life and provide organizational success.

In organizations, strategic design management can be part of the marketing department, the R&D department, or even the production department; thus, its multifunctional nature appears. Given the definition of design management, this applies to both product innovation and business process innovation.

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