September 6th, 2010 | 
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Design management is not a standard model that can be projected onto every enterprise, nor is there a specific way of applying it that would lead to guaranteed success. Design management processes are carried out by humans with different responsibilities and backgrounds, who work in different industries and enterprises with different sizes and traditions, whilst having different target groups and markets to serve. Design management is multifaceted and so are the different applications of and views on design management.
The function of design management in an organization depends on its tasks, authority and practice.
Design management tasks
Similar tasks can be grouped into categories to describe the job profile of a design manager. Cooper and Press (2005) identify in their management model five different categories in management that encompass design. Design managers face different tasks on strategic, tactical and operational level in the following categories.
- vision / mission
- strategy / policy formation
- goals / targets / objectives
- planning / scheduling / resourcing
- activity / monitoring / evaluation
Design management authority & position
The authority and position of the design management function has a huge influence on what the design manager does in his or her daily job. Kootstra (2006) distinguishes design management types by its organizational function:
- Design management as line function
Design management as a line function is directly responsible for design execution in the “primary” organizational process and can take place on all levels of the design management hierarchy. The main attributes for design managers in the line is the extensive authority and the direct responsibility for the result.
- Design management as staff function
Design management as staff function is not directly responsible for design execution in the “primary” organizational process, but consults as a specialist on all levels of the design management hierarchy. The main attributes for design managers in this function is their limited authority and their function to consult line managers and staff.
- Design management as support function
When the design process is defined as a “secondary” organizational process, design management is seen as supportive function. In this function it has only a supportive character, classifying the design manager as a creative specialist towards product management, brand management, marketing, R&D and communication.
Posted in Management