Design Management (DM) for SME – Development of a DM-Guide for the Use of Design and Design

The Cox-Review (2005) identified barriers of innovation regarding the use of design for SME. It proposed design support to help companies use design as a resource in order to strengthen their innovation capabilities and competitiveness. The concept of design that guides design decisions of SME can be mapped on a design maturity scale (Friedman, 2004). Levels range from no design to styling to process and to innovation. However, current tools and methods do not connect with these maturity levels.

Therefore, the aim of the research project is to develop a guide for the integration of design and design management with R&D and decision-making of SME related to maturity levels. The method is to put design-related questions of the participating firms at the beginning of the research process and to help them develop individual implementation scenarios that fit their specific situation. In a second step, these individual scenarios inform the development of the prototype guide, using the maturity scale model as a structuring method.

The result and outcome is a visual orientation device. Similar to a map, it offers pathways, steps and instruments that enable to adopt design and design management.


Focus of Research FSP Design & Management
Reasearch Team Claudia Acklin (Lead) / Hans Kaspar Hugentobler
Partners Attika Feuer AG / 4B-Fenster AG / Almatec AG / Stiftung Brändi / Manometer AG / Kuhn Rikon AG
Status completed
Financing KTI – Agentur für Innovation and Business Partners
­Referate and Publications C. Acklin, H.K. Hugentobler, Design Management for SME: Development of a guide for the use of design and design management within corporate R&D and decision-making processes, Emerging Trends in Design Research, Symposium International Association of Societies of Design Research, Hong Kong 2007 / C. Acklin, H.K. Hugentobler, Design Management for Small and Medium-Sized Enterprises: Development of a Design Management Guide for the Use of Design and Design Management within Corporate R&D and Decision-Making Processes, Proceedings f o«FOCUSED», Swiss Design Network Symposium 2008 , Berne 2008