Design for Business (Book)

Volume 3

This collection continues the successful Design for Business series, gathering work by scholars, researchers and professionals that aim to raise awareness of design as a strategic business resource by consolidating it with other divergent, yet highly influential fields. Volume 3 covers such topics as the branding of a nation, care for the ageing, public transportation, airports, workplace interiors, manufacturing, economic competitiveness and public funding for new product development. First presented at the Design for Business research conference in Melbourne, Australia, the contributions assembled here will together keep pushing the interaction of design and business forward in productive, innovative ways.


Dr Gjoko Muratovski is the Director of The Myron E. Ullman, Jr. School of Design at the University of Cincinnati (USA) and Guest Professor at the College of Design & Innovation at Tongji University (China). With over twenty years of global, cross-disciplinary design and branding practice, Dr Muratovski brings experience that spans from Europe and Asia to Australia and the Americas. Over the years he has been working with a wide range of governmental, not-for-profit and corporate organizations - ranging from NASA Johnson Space Center, UN Association of Australia and Greenpeace, to  Deloitte, Toyota, and the Auckland Council of New Zealand.. He is also regularly retained as an advisor on issues ranging from strategic design to brand development strategies by international design firms and advertising agencies.

Preface, Kristin McCourtie

Foreword, George Cairns

The role of Design in Business, Gjoko Muratovski

Models of design: Envisioning a future design education, Ken Friedman

Are you on board? The role of design-led innovation in strengthening key partnerships within an Australian airport, Rebecca Price, Cara Wrigley and Alexander Dreiling

Publicly funded design support for small and medium manufacturers: How it might be best managed, James Woudhuysen and Peter Ford

Understanding, utilizing and valuing design tools in business, Rohan Doherty, Cara Wrigley and Judy Matthews

New Zealand’s nation brand and its impact on exporting businesses, Eden Potter and Raul Sarrot

Design for competitive advantage in capital goods, Robbie Napper

Insights from Scotland’s first design-led innovation program for SMEs to enhance economic competitiveness and design leadership, Catherine Docherty and Jill MacBryde

Applying design-led innovation in a not-for-profit aged care provider to create shared value, Erez Nusem, Aimee Defries and Cara Wrigley

Is the interior design of your workplace honing or blunting your competitive edge?, Kellee Frith

Gamification in design – A conversation with Søren Ingomar Petersen, Gjoko Muratovski


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