There’s a groundswell of interest in the role that design and design thinking is playing in the fortunes of companies that establish a premium position in their markets and continue to grow and prosper over time.
Such business advantage is not isolated to particular sectors; the success stories are coming from across an increasing range of industries. A consistent factor seems to be that design in these companies is used as a strategic resource, championed at the highest levels of management and embraced across the organization.
‘Design for Business’ is a multi-platform program that presents business and design researchers and practitioners, who are leading the way in building knowledge and skills in the application of design and design thinking to improve business performance. The program explores design as it is being applied not only to product development but also to the re-imagining of existing products, enhancing the customer experience, improving work place environments, right through to re-imagining strategic direction and the future vision of companies and businesses.
The program content here is generated from business seminars and a research program. The Business seminar ‘Design Advantage’ provides new ways of thinking about design and the role it can play in ensuring business maintains a strong competitive advantage from business leaders whose case studies present effective strategies for integrating design into business models, and applies design to the marketplace across a broad range of industry sectors.
The research program provides a double blind peer review program for researchers to share rigorous research in the area of design as a strategic resource for business. Selected papers are shared at an annual research conference, through a publication partnership with Intellect Books & Journals includes a book series and an association with the Journal of Design, Business & Society and through a bimonthly news bulletin that distributes executive summaries of research to the business community.


Business Advantage 2015


Business Advantage 2014


Business Advantage 2013


Business Advantage 2012


Design for Business Book Series


Executive Summaries