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Growing Business Through Design

10 October 2002
Growing Business Through Design

Getting business to understand how using design can help them lift their growth rates is the main aim of the Design Research Report project launched today says Industry New Zealand’s General Manager, Industry Development, Dr Neil Maxwell

The research project will question selected New Zealand manufacturing, Information and Communication Technology and biotechnology companies regarding their perceptions of design.

“Design is critical to the process of adding value to our products and differentiating them in the global market.

“Getting these companies’ feedback on how they view design is essential if we are to champion design as a key part of the business process of companies wanting to compete on the world stage. It’s one of the best ways to consistently deliver innovative, world-class products and services to the world,” said Dr Maxwell

The research will also examine the misconceptions many businesses have about design and how companies can be informed to better utilise the benefits of design.

“Companies out there need to view a design-led approach to business as an investment in their future. Design has the potential to be an integral and beneficial part of product development,“ said Dr Maxwell.

Responses from the companies will be used to develop strategies to increase understanding between designers and companies.

Design is seen as a core part of the government’s Growth and Innovation Framework, which highlights the importance of creative industries in New Zealand.

“New Zealand needs to build on successful, creative ideas to grow the economy. The key to our long-term success is more companies making innovative, customer focused products – using design is key to that,” said Dr Maxwell

The research is an initiative of the government appointed Design Industry Taskforce. The taskforce aims to improve the perceptions of design and make companies aware of the benefits of a design-led approach to business.

For more information on the Design Industry Taskforce and their work, please visit:


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