The value of design as a means of innovation has long been recognized. More recently, interest in how design can create value has moved from a functional to a strategic focus whereby the design concept defines the way in which the whole firm competes. This is known as “design orientation,” although research on the nature of this construct remains scarce. In this exploratory study to define and unpack the nature of design orientation we follow the same process as previous research on orientations, through extrapolation from the sustained behaviours at firms that use design to drive their strategy. Empirically, we ground our definition in insights from design experts and senior managers (n = 62) within a diverse sample of “design-oriented” firms (n = 26). We identify that design orientation consists of an overarching ethos defined by four core emphases (connective, empathetic, future, and aesthetic), reflected in and reinforced by eight behaviours (catalysing, integrating, perspective taking, marrying logics, disrupting, future-proofing, design language, and brand reinforcing). In so doing, we define the design orientation construct and identify the strategic investments firms can use to leverage it for competitive advantage. We provide an agenda for future research and explore managerial challenges associated with implementation.

中文翻译：

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定义设计方向：基于现场的发现方法

设计作为创新手段的价值早已得到认可。最近，人们对设计如何创造价值的兴趣已从功能性焦点转向战略性焦点，其中设计概念定义了整个公司的竞争方式。这被称为“设计导向”，尽管对这种结构本质的研究仍然很少。在这项定义和揭示设计导向本质的探索性研究中，我们遵循与之前的导向研究相同的过程，通过从使用设计来驱动其战略的公司的持续行为中进行推断。根据经验，我们的定义基于设计专家和高级管理人员（n = 62）在“设计导向”公司的不同样本（n = 26）中的见解。我们认为，设计导向由四个核心重点（连接、同理心、未来和审美）定义的总体精神组成，并通过八种行为（催化、整合、观点采择、结合逻辑、破坏、面向未来、设计语言和品牌强化）。在此过程中，我们定义了设计导向结构，并确定了公司可以用来利用它来获得竞争优势的战略投资。我们为未来的研究提供了议程，并探讨了与实施相关的管理挑战。