Tactical design: Understanding, experimenting, and learning from design to organizational growth

Abstract

The design is an area of study that has multiple approaches. When applied as a tool to achieve a competitive advantage in a business environment, it becomes Design Management. However, to obtain advantages and results, it is necessary to make understandable Design concepts and its principles among internal collaborators. Thus, the present study used the exploratory bibliographical research, which starts with the formation of the theoretical fundaments and the dialogue between different authors to understand the conceptual basis of the subject. The literature review was elaborated with theses, base authors, dissertations, and articles to understand the possibilities tested of how the process of integration of Design Management in companies occurs. As a result, to a competitive advantage in the market, the implementation of design at the operational, tactical, and strategic levels are essentials. The tactical level connects the strategic vision with the operational level and therefore, must disseminate the actions and concepts of design through the corp. There are several ways to spread the strategic vision such as graphic design applied in internal and external communication, improvements in the work environment by interior design, product design for new product concepts, among others. Finally, the team’s learning about the importance of the application of design in the various sectors of the company is a contributing factor to innovation and organizational growth.