A Framework for Design-Led Culture within the Fast Moving Consumer Goods Industry

Abstract

The role of design is not limited to developing tangibles outcomes as an operational tool but in recent times has expanded to a strategic one. Corporations' acknowledgement of design has shifted from product development toward cultural transformation and increasingly design-led. However, there has been little research to investigate how to embed design as a cultural entity within different industries in order to defy a limited role of design exploitation. In addition, although the FMCG industry produces brands embedded in our lives, it has not drawn academic attention, compared to the electronic and IT industries. Hence, this paper proposes a framework to assist the FMCG industry in enhancing the role of design within brand development and, through this consistent design exploitation, aims to assist FMCG organisations attain a design-led culture.

Keywords

FMCG brand development, design-led culture, design driven approaches

Citation

Lee, Y & Evans, M (2012) A Framework for Design-led Culture within the Fast Moving Consumer Goods Industry. Leading Innovation Through Design: DMI 2012 International Design Management Research Conference, pp.654-665
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Conference

Leading Innovation Through Design: DMI 2012 International Design Management Research Conference

Publication Date

8th of August 2012

Website URL

http://www.dmi.org/dmi/html/conference/academic12/ac12proceedings.htm

Authors

LeeLee Younjoon Lee An Investigation into Design-Driven Approaches within Fast Moving Consumer Goods Brand Development/ Design in Organisational Management, Brand Development, Design Management and Design-Driven Approaches
EvansEvans Martyn Evans Design, Design Management, Design Futures, Design Strategy, Design and Branding, Design Policy, Design Thinking, New Product Development