Hierarchy
Like the management of strategy, design can be managed on three levels: strategic (corporate level or enterprise wide), tactical (business level or individual business units), and operational (individual project level). These three levels have been termed differently by various authors over the last 50 years.
| strategic level | tactical level | operational level | author / source |
|---|---|---|---|
| corporate strategy | business strategy | functional strategy | Haberberg and Rieple, 2001 |
| corporate strategy | business strategy | operational strategy | Johnson and Scholes, 1999 |
| business management / office management | individual project / job management | Brunton, 1964 | |
| corporate / innovation design management | design agency management | design project management | Topalian, 1980 |
| design policy management | operational design management | Oakley, 1984 | |
| strategic design management | operational design management | Olins, 1985 | |
| strategic (macro) | organisational (meso) | team / individual (micro) | Francis and Fischbacher, 1996 |
| corporate design management | design organisation management | design project management | Chung, 1998 |
| anticipative / strategic design management | functional design management | operational design management | de Mozota, 1998 |
| strategic design management | tactical design management | operational design management | Joziasse, 2000 |
| board / top function | middle / business function | design activity function | Cooper, 1995 |
| design strategy management | design resource management | design project management | Kootstra, 2006 |
Operational level
Operational design management involves the management of individual design projects and design teams. Its goal is to achieve the objectives set by strategic design management. Success of good design management can be measured by evaluating the quality of operational design management outcomes. It includes the selection and management of design suppliers and encompasses the documentation, supervision, and evaluation of design processes and results. It deals with personal leadership, emotional intelligence, and the cooperation with and management of internal communications. Regular management functions, tools, and concepts can often be applied to the management of design on the operational level. It is implemented to achieve specific design objectives and manage the judgment of design proposals. It can help to build brand equity through the consistent creation and implementation of high-quality design solutions that best fit the brand identity and desired consumer experience, in the most efficient way. Depending on the type of company and industry, the following job titles are associated with this role: operational design manager, senior designer, team leader, visual communication manager, corporate design coordinator, and others.
Tactical level
Tactical design management addresses the organisation of design resources and design processes. Its goal is to create a structure for design in the company, bridging the gap between objectives set through strategic design management and the implementation of design on the operational level. It defines how design is organised within the company. This includes the use of a central body to coordinate different design projects and activities. It deals with defining activities, developing design skills and competencies, managing processes, systems and procedures, assigning of roles and responsibilities, developing innovative products and service concepts, and finding new market opportunities. Outcomes of tactical design management are related to the creation of a structure for design within the company, to build internal resources and competencies for the implementation of design. Depending on the type of company and industry, the following job titles are associated with this function: tactical design manager, design director, design & innovation manager, brand design manager, new product development (NPD) manager, visual identity manager, and others.
Strategic level
Strategic design management involves the creation of strategic long-term vision and planning for design, and deals with defining the role of design within the company. The goal of strategic design management is to support and strengthen the corporate visio by creating a relationship between the design and corporate strategy. It includes the creation of design, brand and product strategies, ensuring that design management becomes a central element in the corporate strategy formulation process. Strategic design management is responsible for the development and implementation of a corporate design programme that influences the design vision, mission, and positioning. It allows design to interact with the needs of corporate management and focuses on the long-term capabilities of design. Where strategic design management is applied, there is often a strong belief in the potential to differentiate the company and gain competitive advantage by design. As a result, design thinking becomes integrated into the corporate culture. Depending on the type of company and industry the following job titles are associated with this function: strategic design manager, chief design officer, vice president design and innovation, chief creative officer, innovation design director, and others.
Read more about this topic: Design Management, Business
Famous quotes containing the word hierarchy:
“In the world of the celebrity, the hierarchy of publicity has replaced the hierarchy of descent and even of great wealth.”
—C. Wright Mills (1916–1962)
“In a hierarchy every employee tends to rise to his level of incompetence.”
—Laurence J. Peter (1919–1990)