創新設計思維對經營策略影響之探討─ 以佳世達、浩漢，與達摩工坊為例

A Study on the Influence of Design Thinking on Corporate Strategy ─ A case Sudy of Qisda, NOVA Design, & Studio Domo

蕭卉芬(Hui-Fen Hsiao)

指導教授 ： 李朝金

朝陽科技大學/設計學院/工業設計系碩士班/碩士(2013年)

摘要

在台灣已有許多企業致力於「設計力」之提升，甚至已逐漸發展為強化其國際競爭力之利器。近年來IDEO已成功將創新設計思維的應用延伸至經營管理，有效擴大其發揮的空間；但此一發展其實與其高階經營者之經營理念有著極為密切的關係。畢竟是因為高階經營者之努力推動與運用，才能夠使創新設計思維得以落實於企業策略與管理模式之中。
本研究旨在針對藉由設計力而成功提升競爭力之企業案例，探討其創新的企業策略及設計管理模式，與創新設計思維之間的關係。研究過程中是以紮根理論為研究方法主軸，進行個案之深度訪談與資料蒐集分析，研究結論如下：（1）企業經營策略中具體運用到創新設計思維之作法包括設計力競爭、組織設計、策略規劃、策略執行、市場目標與定位、設計整合行銷策略、設計核心，與智慧財產權共享等概念。（2）成功創新企業都會在高階企業策略、中階事業策略，以及基層設計策略等不同策略層級當中分別運用創新設計思維。（3）成功創新企業在人才挑選、管理制度，以及專案執行等方面皆會運用創新設計思維而發展其有利於創新之管理方式。
以上結論，期能提供有意提昇設計力之台灣企業，作為在經營策略及管理模式上營造有利創新環境時，得以作為參考之依據。

關鍵字

創新設計思維 ； 設計策略 ； 設計管理 ； 企業策略

並列摘要

There were many Taiwanese companies committed to upgrad design, even took design as their international competitive weapon. IDEO has successfully extended the application of "Design thinking" to the area of business management in recent years, effectively enlarged its arena. However, their success also required that top business executives paid their attention and efforts to design thinking and applied this concept in their business management.
The aim of this research is to explore the relations between corporate strategies, ways of management, and design thinking in innovative companies. Grounded Theory was taken as the major research method to conduct the collections and analysis of case informations. Three conclusions were reached in this research: Among those outstanding innovative companies, (1) design thinking was clearly applied in their management concepts including competing with design, organizational design, strategic planning, target market positioning, integrated design marketing, design as the core, and sharing interllectual properties; (2) design thinking was clearly involved in all three levels of strategies in their companies including corporate strategies, operational strategies, and functional strategies such as design strategies;(3) they all utilized design thinking to develop their ways of management in talent selection, design management, and project management that nurtures innovations. Wish that the above conclusions will be useful for those Taiwanese top executives who committed to upgrade design in their companies to take as reference.

並列關鍵字

Corporate Strategy ； Design Management ； Design Strategies ； Design Thinking

參考文獻

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