Four Powers of Design: A Value Model in Design Management, The

Design Management Review,  Spring 2006  by de Mozota, Brigitte Borja

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Hence, this value model gives a conceptual framework to the emerging trend toward design leadership and explains the potential of design thinking for analyzing the challenges faced by managers (such as, sense building, complexity, user-oriented innovation, building a socially responsible organization, and so on). In this way, it facilitates the convergence of design and management.

Acknowledgement

Thanks to Giuseppe Attoma of Attoma Design and to Yo Kaminagai at RATP. Our warm thanks also go to Philippe Picaud and Philippe Vahé at Decathlon Design and to Catherine Gall and Thierry Coste at Steelcase Inc.

1. "Get Creative: How to Build Innovative Companies," Business Week, August 1, 2005.

2. For more information on the Balanced Score Card methodology, see R. Kaplan and D. Norton, "Linking the Balanced Scorecard to Strategy," California Management Review, vol. 39 (1996), no. 1.

3. Brigitte Borja de Mozota," Design and Competitive Edge: A Model for Design Management Excellence in European SMEs," DMI Academic Review, 2 (2002).

Suggested Readings

Borja de Mozota, B., Design Management (New York and Paris: Alhvorth Press, 2002, 2003, 2006 (Turkish, Chinese, and Spanish translations).

Kaplan, R., and Norton, D., "Linking the Balanced Scorecard to Strategy," California Management Review, vol. 39 (1996), no. 1.

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Brigitte Borjo de Mozoto, Piofessoi, Management Science, Université Paris X, ESSEC, France, DMI Life Fellow

Brigitte Bona de Mozota is professor of management science at the Université Paris X, in Nanterre, France. She teaches marketing, innovation management, and strategy, with a specialty in design management at the ESSEC Business School in Paris, Université Nancy 2, the European Institute of Design (Toulon), and the Audencia Nantes Ecole de Management. Borja is especially interested in research pertaining to design management; she is author of the reference book Design Management; and she gives numerous speeches and seminars on design management. She also teaches professional courses in France on design management and edits a design management magazine; both initiatives are supported by the Centre Design, in Lyon.

Borja has written many research articles and is a reviewer for the Design Journal, Revue Française de Gestion, Decisions Marketing, and the European Management Review.

Borja has been a member of the Design Management Institute's board of advisors since 1995. In 1998, she was appointed chair of DMI's Research Advisory Council, and helped to organize the Academic Forum. The editor of the Design Management Review's special Academic Review, she also set up DMI's International Scientific Committee. Borja was awarded a DMI Life Fellow in 2004 in recognition of her role in research for DMI and the design profession.

Borja was also a founder and board member of the European Academy of Design (EAD) and of the association Cercle du Design et de la Marque. She was nominated in 2002 as France's design expert at OAMI (the European Commission office for trademarks and designs) in Alicante, Spain.

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