Memória P&D Design

9º Congresso Brasileiro de Pesquisa e Desenvolvimento em Design

Anhembi Morumbi — São Paulo (SP)

Outubro/2010

Design e Gestão Estratégica da Inovação no Brasil

Strategic Design and Management of Innovation in Brazil

Heloisa Tavares De Moura

Como citar

De Moura, Heloisa Tavares; "Design e Gestão Estratégica da Inovação no Brasil", p. 2711-2722. In: CONGRESSO BRASILEIRO DE PESQUISA E DESENVOLVIMENTO EM DESIGN, 9., 2010, São Paulo. Anais [...]. São Paulo: Universidade Anhembi Morumbi, 2010

Resumo

A combinação entre design e business vem se tornando uma tendência nos meios empresarial e acadêmico da América do Norte e Europa. Enfatizando o enfoque sistêmico na gestão de negócios, com base no pensamento estratégico do design, empresas como a Procter & Gamble, diante da necessidade de inovar continuamente para obter vantagem competitiva, vêm utilizando este modelo na mudança de sua cultura empresarial e estruturação de seu processo de inovação, obtendo, como resultado, aumento significativo em Retorno de Investimento. Este artigo apresenta um modelo conceitual do processo estruturado de design e gestão da inovação, utilizado no contexto brasileiro.
Palavras-chave:

Design Estratégico, Design Thinking, Gestão da Inovação

Abstract

The combination of design and business has become a trend for enterprises and universities of North America and Europe. Emphasizing the systemic approach to business management, based on strategic design thinking, companies like P&G, in need of continuous innovation to achieve competitive advantage, started utilizing this model to change its corporate culture and to structure its innovation process, obtaining, as a result, meaningful increase in Return on Investment. This article presents a conceptual framework of the structured process of design and management of innovation used in the Brazilian context.
Keywords:

Strategic Design, Design Thinking, Innovation Management

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