Rahpooye Honar-Ha-Ye Tajassomi

Rahpooye Honar-Ha-Ye Tajassomi

Multiple facets of Design in business world; A review and conceptual Modeling

Document Type : Original Article

Authors
mehdi Aslefallah 1
Kamal Sakhdari 2
Kambiz Talebi 3
Mahmoud Ahmadpour Daryani 3
1 Lecturer, Faculty of Applied Arts, The University of Art, Tehran, Iran
2 Associate Professor, Faculty of Entrepreneurship, The University of Tehran, Tehran, Iran
3 Professor, Faculty of Entrepreneurship, The University of Tehran, Tehran, Iran
10.22034/ra.2024.2013215.1407
Abstract
The role of design in business has been studied from a variety of perspectives and contexts during the past few decades. However, a holistic overview of the literature published in this area is currently missing. The purpose of this study is to provide a comprehensive understanding of the different facets of Design in business world. Design is a word that almost everyone knows in a general way, but when we look deeply in detail, it finds various manifestations and is full of plurality. The design definitions can be relatively summarized in a range of general and broad descriptions on one side and detailed and focused descriptions on the other side of the spectrum. With a very general and broad definition, some introduce design as part of the human nature and inherent desire to create and innovate in phenomena to improve the quality of life, and they believe that every human being who solves a problem in any way for improving the living conditions, is a designer, and the first human being is assumed as the first designer, and some others talk about design science and methodology, which includes any field in which, with the design methodology, the creation of a new phenomenon takes place, whether it is a new drug or vaccine, or a new packaging for a product, or a new engine for a car, or an innovative business model; But others define design as a set of academic disciplines and specialized professions based on the specific thinking process and methodology related to the creation of environments, objects, visual communications, identities and systems, which are used to achieve excellent degrees in them require not only years of education, skill acquisition and experience (usually in art colleges), but also inherent talents in this process as a facilitator of a designerly personality which is formed by a combination of knowledge, insight, method and character. As Design has broad and plural definitions and viewpoints, its role in business world also has different dimensions. The role of Design in business could be studied from various perspectives as Design has broad and multidimensional aspects. However, in order to get a complete understanding of the mentioned roles, it is important to first identify different Design perspectives or facets. Design is a multidimensional phenomenon that could have different definitions depending on the conditions and context of its application in the business world. This study, by reviewing the most cited Design researches during the last few decades, categorizes different approaches in describing the role of Design in business and helps to better understand the different contributions of Design in the business world. With this in mind, the aim of this study is to comprehensively review, synthesis and summarize the main research streams in the field of Design and conceptual modeling of their interaction with the business domain. In this regard, a systematic and multi-stage review was conducted on the most cited Design studies in the world's reliable scientific databases and search engines such as ScienceDirect, ResearchGate, JSTOR, and Google Scholar. In this systematic literature review, 127 papers and book chapters that cover main Design research streams were identified and analyzed; Then, after reviewing the abstracts and results of these papers and initial monitoring of the articles and a refinement process, 42 articles were selected amongst them and subjected to more detailed analysis. As a result of this qualitative research process, and after two stages of open and axial coding process on contents of selected papers, the structure of the conceptual model presented in this study was formed. As a result, an iterative open and axial coding process was followed to derive four facets for Design in business world. Accordingly, (a) Design as the science of artificials, (b)Designerly way of Thinking, (c) Design thinking and (d)Design-driven innovation were identified as four main research streams amongst diverse Design studies, each one expresses the special and distinct facets of Design in the business ecosystems. Thus, four conceptual model for explaining the role of Design in business have been identified as the results of the study, and based on them, (1) Design as the science of creating a new business, (2) Design as a business tool, (3) Design as a business mindset and (4) Design as a business specialized orientation can be considered as four models for explaining the different facets of Design in business realm. This paper contributes to Design theory by presenting mentioned theoretical framework that provides an overview of available knowledge and creates a context for future research on intersection between Design and business.
Keywords
Creative Industries
Design
Design Thinking
Design-Driven Innovation
Business
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Rahpooye Honar-Ha-Ye Tajassomi
Volume 7, Issue 2
Summer 2024
Pages 105-115

  • Receive Date 09 October 2023
  • Revise Date 23 March 0621
  • Accept Date 26 February 2024