| abstract |
| Design can enhance corporate values and competitiveness, and sustain corporate growth. Roles and values of design have been proven through numerous success cases of design. Thus, this study aims to investigate perspectives on design utilization within small-medium sized companies that are pivotal in achieving balanced national economy. Since design utilization in small-medium sized corporations determined by CEO`s perspective and commitment, documents ― corporate vision and mission, CEO`s message, corporation introduction, and business introduction ― were investigated.
The content analysis was conducted on corporate documents by each category of `Leading business by design` published by the Design Council and Warwick University on 100 companies in sales (2013) listed on KOSDAQ. First, after coding the contents, perspectives on design utilization in small-medium sized corporations were investigated through analysis of frequency. Second, cross tabulation analyses were conducted to identify the difference in industries.
The result showed high frequency of variables related to perception within general and abstract variables - strategic design attitude, utilization and values. On the other hand, the variables related to specific performance and activities for vigorous design utilization and culture showed relatively low frequency. Some variables such as a role of senior management and successful product and services were difference between industries. In conclusion, this study proposes a way to change mind-sets to strategic design for CEO and senior management. |
|
|
| Key Words |
| 디자인리더십, 중소기업, 전략적 디자인 활용, Design Leadership, Small-Medium Sized Corporations, Strategic Design Utilization |
|
|
|
 |
|
Full Text