Six models of managing design in manufacturing industry

How to develop sufficient design capacity in an enterprise is a critical topic of design management research today. It contributes to establish differential competitiveness of an enterprise or an industry. With rapid economic growth, there is great pressure on manufacturing industry in China. To avoid competing on price, establish distinguished advantages and transform to price-setter, design has been introduced in R&D and business development as a low-input and high-output investment. Manufacturers in different product category try their own ways of utilizing design. However, lacking systemic knowledge and plan, this way of learning-by-doing is criticized as copycat frequently. In this study, criteria of evaluating design management practice in these Chinese enterprises are obtained through literature review and survey. Furthermore, based on in-depth interview and case studies, six models of managing design are achieved, which not only implies steps of establishing and developing design capacity in Chinese enterprises, but also represent an approach to design-driven innovation. As an initial research, this study contributes to an understanding and knowledge of design management in China in four aspects: practice, academy, education and policy.