60%- 70% of world’s jobs are created by small and medium enterprises (SME’s).
And yet, most design management practice is focussing on large, global companies.
We believe it is time to develop dedicated design management approaches for SME’s!
One of these approaches is ‘managing design for locality’:
- exploiting your local heritage into your design DNA
- discovering local consumer insights
- selecting and managing local designers
- deploying this with local suppliers
- managing the design of the communication towards the consumers
Doing this has proofed to be a successful strategy, like many local food and drinks companies like Bionade and Innocent have …
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