Design manager’s roles in corporate design management

Abstract

This research examines new directions in management and design theory and practice. It characterizes the role of design managers in corporate management. First, possible organizational solutions for design function have been described, including: a) creating organizational unit dedicated to design issues; b) dividing design management tasks among the existing organizational units (i.e. marketing, sales, production, research and development) without introducing design representatives; c) outsourcing design function. Then, it has been stated that design managers must perform not one but many different roles: those of strategic partner, design expert, change agent and an integrator. Finally, needed competencies of design manager have been identified. The basic aim of this research was to enrich cognitive knowledge within the discussed issue. It was achieved by the critical review of literature concerning the field of management and design; by identification, classification and explication of the examined area.