Design management as crucial creative essence for business success in small and medium-sized enterprises
Abstract
The main purpose of this paper is to work with a proposal that small and medium-sized enterprises are aware of the importance of design and also attribute an important role to it in the competition in the future. Is design really a company’s potential and will it be of greater importance to companies? The approach is based on theoretical sources and completed studies dealing with design management and its relation to prosperity. Two hypotheses, that verify the thesis, are statistically tested on the significance level 0.05. Practical implications confirm the thesis and undisputedly support the issue of the importance of design for business success in small and medium-sized enterprises. Both in the area of increasing the competitive potential and the increasing importance in the future. Therefore, future commercial impact is proven by statistical tests. The originality of the article lies primarily in the data freshness in connection with the current economic situation. There is a prediction that the Czech gross domestic product is at its peak and significant growth is not expected. It means that this is the last opportunity for companies to prepare for hyper-competition. One of the power that companies have at their disposal to assure a place in the market is design management.
Article in English.
Dizaino vadyba kaip esminis kūrybinis sėkmingo verslo pagrindas mažosiose ir vidutinėse įmonėse
Santrauka
Pagrindinis šio straipsnio tikslas – įrodyti, kad mažosiose ir vidutinėse įmonėse yra suprantama dizaino reikšmė, taip pat jam priskiriamas svarbus vaidmuo konkurencijos atžvilgiu ateityje. Ar iš tikrųjų dizainas sudaro bendrovės potencialą ir ar augs jo reikšmė bendrovėse? Traktuotė grindžiama teoriniais šaltiniais ir atliktais tyrimais, susijusiais su dizaino vadyba bei jo ir gerovės santykiu. Tezę patvirtinančios dvi hipotezės yra patikrintos statistiškai reikšmingumo lygiu – 0,05. Praktinės išvados patvirtina tezę ir neginčijamai palaiko teiginį, kad dizainas yra reikšmingas mažosiose ir vidutinio dydžio įmonėse tiek didėjančio konkurencinio potencialo srityje, tiek augančios reikšmės ateityje atžvilgiu. Tad ateities komercinis poveikis yra įrodytas statistiniais testais. Straipsnio originalumo pagrindą sudaro visų pirma nauji duomenys, susiję su dabartine ekonomine situacija. Prognozuojama, kad Čekijos bendrasis vidaus produktas pasiekė maksimumą, ir reikšmingo augimo nesitikima. Tai reiškia, kad tai yra paskutinė galimybė bendrovėms pasirengti hiperkonkurencijai. Viena iš galių, kurią savo žinioje turi bendrovės, kad užsitikrintų vietą rinkoje, yra tai dizaino vadyba.
Reikšminiai žodžiai: sėkmingas verslas, kūrybiškumas, dizainas ir bendrovės gerovė, dizaino vadyba, inovacijos.
Keyword : business success, creativity, design and company’s prosperity, design management, innovation
How to Cite
Kramoliš, J., Šviráková, E., & Král, D. (2020). Design management as crucial creative essence for business success in small and medium-sized enterprises. Creativity Studies, 13(1), 87-98. https://doi.org/10.3846/cs.2020.9904
This work is licensed under a Creative Commons Attribution 4.0 International License.
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Amabile, T., & Kramer, S. (2011). The progress principle: using small wins to ignite joy, engagement, and creativity at work. Boston, MA: Harvard Business Review Press.
Bejan, A. (2009). The golden ratio predicted: vision, cognition and locomotion as a single design in nature. International Journal of Design and Nature and Ecodynamics, 4(2), 97–104. https://doi.org/10.2495/DNE-V4-N2-97-104
Best, K. (2006). Design management: managing design strategy, process and implementation. Lausanne: AVA Publishing SA.
Bruce, M., & Bessant, J. (2002). Design in business: strategic innovation through design. Harlow: Pearson Education Limited.
Campbell, I. (2007). Chi-Squared and Fisher-Irwin Tests of two-by-two tables with small sample recommendations. Statistics in Medicine, 26(19), 3661–3675. https://doi.org/10.1002/sim.2832
Design Council. (2015). The design economy: the value of design to the UK. Executive summary. Retrieved from https://www.designcouncil.org.uk/sites/default/files/asset/document/The%20Design%20Economy%20executive%20summary.pdf
Fleiss, J. L., Levin, B., & Cho Paik, M. (2003). Statistical methods for rates and proportions. Series: Wiley Series in Probability and Statistics. D. J. Balding, N. A. C. Cressie, N. I. Fisher, I. M. Johnstone, J. B. Kadane, L. M. Ryan, D. W. Scott, A. F. M. Smith, J. L. Teugels, V. Barnett, J. S. Hunter, D. G. Kendall (Eds.). New York, NY: John Wiley & Sons, Inc. https://doi.org/10.1002/0471445428
Fonseca Braga, M. (2016, 27–30 June). The value of design: an issue of vision, creativity and interpretation. Proceedings of the 50th Anniversary Conference “Design + Research + Society. Future-Future Thinking” (DRS 2016). Brighton, United Kingdom, 1–17. https://doi.org/10.21606/drs.2016.12
Life-Net Designing. (2013). Neviditelná strana designu: praktický průvodce pro studenty grafického designu. Retrieved from http://www.lifenetdesigning.info/data/uploads/publikace/neviditelna_strana_designu.pdf
Kozubíková, L., Belás, J., Ključnikov, A., & Virglerová, Z. (2015). Differences in approach to selected constructs of entrepreneurial orientation in sme segment regarding the selected socio-demographic factors. Transformations in Business and Economics, 14(3C), 333–355.
Kramoliš, J. (2015). Design as a condition for prosperity in Czech Businesses – a comparative study. Journal of Competitiveness, 7(4), 33–47. https://doi.org/10.7441/joc.2015.04.03
Kramoliš, J. (2013). The “Devil Touch” element definition, identification and usage options in present day marketing and management. Tomas Bata University in Zlín, Zlín, Czech Republic [unpublished manuscript].
Kramoliš, J., & Kotásková, A. (2018). The gap of importance of design in business between 2014 and 2016. Marketing and Trade, 21(2), 133–146. https://doi.org/10.15240/tul/001/2018-2-009
Kramoliš, J., & Staňková, P. (2017). Design and its impact on the financial results of enterprises (based on managers’ opinions). Journal of Competitiveness, 9(2), 62–77. https://doi.org/10.7441/joc.2017.02.05
Lidwell, W., Holden, K., & Butler, J. (2010). Universal principles of design: 125 ways to enhance usability, influence perception, increase appeal, make better design decisions, and teach through design. Beverly, MA: Rockport Publishers, Inc.
Ministry of Finance of the Czech Republic. (2019). Macroenonomic forecast of the Czech Republic. Retrieved from https://www.mfcr.cz/en/statistics/macroeconomic-forecast/2019/macroeconomic-forecast-january-2019-34184
Pink, D. H. (2006). A whole new mind: why right-brainers will rule the future. New York: Riverhead Books.
Römerová, E. (2010). Fenomén kreativních průmyslů – nová příležitost růstu globální ekonomiky. Ekonomika a management, 2, 1–10.
Sedmerová, Z. (2015). Design pro export. Praha: Institut umění – Divadelní ústav.
Stamm, von B. (2008). Managing innovation, design and creativity. Chichester: John Wiley & Sons, Ltd.
Žáková, E., Císař, J., Dohnalová, L., Faltus, J., Hadaš, J., Hejduk, M., Mošna, P., Nekolný, B., Peterka, I., Raabová, T., Sedláková, R., Sedmerová, Z., & Skřivánek, J. (2015). Kulturní a kreativní průmysly v České republice. Praha: Institut umění – Divadelní ústav.