Measuring the Value Created by Design: A Qualitative Study Generating a Comprehensive Overview
Authors: Elena Vijfeyken, Martine Cools, Ysabel Nauwelaerts.
Issue: 2015, Vol. 1
Abstract
This paper studies the parameters that capture the value added by design. Design is a form of innovation recognized as a driver for innovation within businesses, which enables them to create a competitive advantage. Current literature mainly focuses on financial value and is mostly limited to one type of design. It is therefore unclear to which other quantitative as well as qualitative aspects of value, design can contribute. We opted for the following mixed method qualitative research approach: an extensive literature review was followed by focus groups and brainstorm sessions and multi-case research. In this way we develop a comprehensive overview of the parameters capturing the added value of design in an organizational context at the firm level. We pay attention to various types of design and focus on design outcome as well as the design process. Our study contributes to the literature not only by revealing the financial, but also other quantitative and qualitative benefits of design efforts. We find that the added value of design is mainly visible in financial value, brand value and user value. The influence of design in other qualitative parameters such as human capital, environmental contribution, intellectual property, process and strategy seems to depend on the type and size of the company and on the owner’s vision on design. In addition, our framework offers a significant contribution to practice, since expressing the value of design in an organizational context can help managers to better understand and therefore manage the process of value creation through design, which is becoming an ever more important success-factor in today’s competitive markets.
Keywords: design, design management, value management, company performance, intangibles, design value, value added by design, qualitative research, multi-case research, mix method approach.
To download the article, please click on the PDF file or read on this page below:
Authors: Elena Vijfeyken, Martine Cools, Ysabel Nauwelaerts.
Issue: 2015, Vol. 1
Abstract
This paper studies the parameters that capture the value added by design. Design is a form of innovation recognized as a driver for innovation within businesses, which enables them to create a competitive advantage. Current literature mainly focuses on financial value and is mostly limited to one type of design. It is therefore unclear to which other quantitative as well as qualitative aspects of value, design can contribute. We opted for the following mixed method qualitative research approach: an extensive literature review was followed by focus groups and brainstorm sessions and multi-case research. In this way we develop a comprehensive overview of the parameters capturing the added value of design in an organizational context at the firm level. We pay attention to various types of design and focus on design outcome as well as the design process. Our study contributes to the literature not only by revealing the financial, but also other quantitative and qualitative benefits of design efforts. We find that the added value of design is mainly visible in financial value, brand value and user value. The influence of design in other qualitative parameters such as human capital, environmental contribution, intellectual property, process and strategy seems to depend on the type and size of the company and on the owner’s vision on design. In addition, our framework offers a significant contribution to practice, since expressing the value of design in an organizational context can help managers to better understand and therefore manage the process of value creation through design, which is becoming an ever more important success-factor in today’s competitive markets.
Keywords: design, design management, value management, company performance, intangibles, design value, value added by design, qualitative research, multi-case research, mix method approach.
To download the article, please click on the PDF file or read on this page below:

Measuring the Value Created by Design: A Qualitative Study Generating a Comprehensive Overview |