The choice of design. From businesses’ conditions to businesses’ attitudes

Abstract

This paper addresses a psychological approach to creativity use as a decision in order to understand design management capabilities absorption within small businesses throughout three design policy programs focused on the integration of design into MSMEs in the Brazilian furniture industry. The issue is: What are the different companies’ attitudes and prior knowledge (or conditions) that contribute to or block the absorption of design management capabilities throughout these projects? Literature review and participant observation were employed in a qualitative perspective. The integration of design into business has been more related to the organisational culture than to an economic reasoning. The main contribution is to start better understanding different businesses’ attitudes and prior knowledge that support the absorption or improvement of design management capabilities within MSMEs. The findings are summed up in a map that shows the perceived businesses’ conditions and attitudes and their impact on design management capabilities absorption.