Design in Business

Design in Business is the first book to establish the strategic importance of design as an integrated process which incorporates a large number of perspectives within a business. It shows how those different viewpoints can contribute to the design process, discusses various ways to integrate design into business and explores future challenges to design management. Students of business, design, innovation management as well as business and design professionals will all benefit from this innovative overview of the subject. Design in Business demonstrates that design is not just for "creatives" walled off from the rest of an organisation, but that is a process with a large number of participants, which can, and must, be managed effectively if it is to add maximum value. Key topics related to design include:

• Strategy
• Marketing
• Operations Management
• Organisation Behaviour
• Finance
• Law

The diverse team of authors are all experts in their own field and their work has been drawn together by John Bessant, Professor of Technology Management at University of Brighton, and Margaret Bruce, Professor of Design Management and Marketing at UMIST, with the support of the Design Council. Additional support material for readers who wish to implement key principles from this book is available on the Design Council website. Building on the Design Tools chapter, there is a design audit tool which can be used to develop a study of the design capability, process and planning within a business. You can access the website at  or via the Pearson website at