The challenges of strategic positioning of the design activity in Brazilians industries

Authors

  • Bruna Ruschel Moreira Universidade do Vale do Rio dos Sinos Universidade Federal do Rio Grande do Sul
  • Maurício Moreira e Silva Bernardes Universidade Federal do Rio Grande do Sul

Abstract

In order to reposition the design activity in a strategic level, an applied research was carried out with five Brazilian companies. However, throughout this activity, different challenges that hindered the strategic positioning of the design activity were found. In this sense, this article focuses on describing such difficulties, which was grouped in six categories: Communication, Knowledge, Processes, Projects, Human Resources, and Strategy. These data were extracted from case studies and an action research that was developed between September 2012 and October 2014. At the end, it became clear that, before repositioning the activity of design within the companies, it is necessary to know their context in order to understand the challenges they face and how they impact the design activity within the companies.

Keywords: design, repositioning, companies, challenges.

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Published

2015-07-08

Issue

Vol. 7 No. 3 (2014): Sep/Dec

Section

Articles

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