Seda Erdural | Istanbul Technical University (original) (raw)
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Central Saint Martins College of Art and Design, University of the Arts London
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This paper aims to provide a closer look at the strategic role of design for businesses, using a ... more This paper aims to provide a closer look at the strategic role of design for businesses, using a longitudinal case study on the evolution of industrial design, from a minor operational tool to a strategic business resource, in a leading sanitary ware manufacturer, from Turkey. The study analyzes the process of realization to design's strategic role for the company, and tries to identify major concerns and problems faced throughout the organization, when attempting to move design from the stage of its operational use to the stage of its strategic use.
This paper aims to provide a closer look at the strategic role of design for businesses, using a ... more This paper aims to provide a closer look at the strategic role of design for businesses, using a longitudinal case study on the evolution of industrial design, from a minor operational tool to a strategic business resource, in a leading sanitary ware manufacturer, from Turkey. The study analyzes the process of realization to design's strategic role for the company, and tries to identify major concerns and problems faced throughout the organization, when attempting to move design from the stage of its operational use to the stage of its strategic use.