Design Driven Innovation: an approach for global markets

Design is a discipline that offers a wide set of application fields: product design, graphic design, packaging design, environmental design, digital design… and recently, even culinary design! Its definitional variations, and its multiple theoretical frameworks, also illustrate its dynamics and its interdisciplinary status. In the context of global markets with strong international trends and versatile consumers, design can be a useful tool and a new strategic way of thinking about the things (real or virtual) surrounding us. The aim of this chapter is to try to explain how design may provide a new framework for design management. The innovative question is whether “innovation guided by design” should be considered to be a powerful tool of globalization or a way to support a cultural and adapted design.