Commitment 12: Create One Vocabulary for the Whole Organization

Yasushi Kusume and Neil Gridley

Chapter 12 in Brand Romance, 2013, pp 159-168 from Palgrave Macmillan

Abstract: Abstract Once you have clearly integrated the design process into your company’s business creation process, the next challenge you face will be to create a shared vocabulary for all the functions outside the design disciplines (such as business strategies, marketing and engineering). Such a vocabulary will enable your company to get the best out of its own resources and networks.

Keywords: Design Discipline; Tangible Form; Shared Vocabulary; Proposition Framework; Experience Demonstrator (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-36901-7_13

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DOI: 10.1057/9781137369017_13

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