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Crossing Boundaries: Design into Business and Management

In: Design Thinking for New Business Contexts

Author

Listed:
  • Yujia Huang

    (University of Dundee)

  • David Hands

    (Lancaster University)

Abstract

This chapter starts with a broad ranging discussion as to how companies can draw upon design to foster competitive advantage. Strategies could involve the development of new products and services to enter into untapped markets; enhance company image to make product offerings more desirable to new customers, and to use design as a key differentiator to secure competitive advantage over their nearest rivals. Then the discussion focuses on the similarities and differences between design and business management education and the way the two disciplines could learn from each other in the refinement of teaching curricula. The chapter concludes with a guest contribution from a leading design academic, Dr Beatriz Itzel Cruz Megchun at Pamplin School of Business, University of Portland, USA, on how design thinking principles could be included into an intensive one-semester teaching programme of activities.

Suggested Citation

  • Yujia Huang & David Hands, 2022. "Crossing Boundaries: Design into Business and Management," Springer Books, in: Design Thinking for New Business Contexts, chapter 3, pages 27-51, Springer.
    • Handle: RePEc:spr:sprchp:978-3-030-94206-9_3
    DOI: 10.1007/978-3-030-94206-9_3
    as

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