Talk:Design strategy

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Design strategy as a discipline has been in place much longer, and has been pioneered by many more verifiable sources, than this article leads one to believe.

For example, it can be convincingly argued that Peter Behrens (German: 1868-1940) was one of the first to understand, and successfully convice, industry that design was strategically important to business 100 years ago. His work for the AEG (Allgemeine Elektricitats Gesellschaft) electric company in Germany (1908-1914) was all-inclusive and included not only the design of products, but architecture (factories and worker housing), graphics, showrooms and all key elements of the company's physical manifestation. This effort was more than executing a massive corporate identity project. For example, to achieve cost effective mass production, Behrens created a strategy for innovative, interchangeable parts based on modular component housings. He is credited as pioneering the agenda for application of design as a strategic corporate business asset. His AEG design strategy work became the archetype for all contemporary corporate design programs that followed.

Eliot Noyes (American: 1910-1977) is another architect and designer credited with pioneering strategic design-thinking as a core discipline at companies such as IBM, Westinghouse, Cummins Engine and Mobil Oil, beginning in the 1950s. Early in his career, Noyes was the first design curator at the Museum of Modern Art (MoMA) in New York. In that position he influenced manufacturers to develop completely new processes required of fresh, innovative concepts being developed by designers. His effort jump-started innovation into reality.

In academia, The Hochschule fur Gestaltung Ulm (The Ulm School of Design: 1953-1968) taught product designers to think systematically and strategically as part of an interdisciplinary business team while emphasizing the importance of being socially and environmentally responsible. This thinking led to defining "what" to design and "why", not only "how" to design. Tomas Maldonado (Argentinian: 1921- ) was the leading proponent of integrating this approach into the "Ulm Model" originated by co-founder Max Bill. Likewise, was the pragmatic, systems design-thinking contribution of Jay Doblin (American: 1920-1989) at IIT.

Individuals and institutions who have contributed significantly, and over time, to developing the discipline of "design strategy" as recognized leaders over the last 100 years need to be included in this article with verifiable third party sources and in-line citations. Assertions that are not verifiable according to Wikipedia guidelines should be removed.

Discussion initiated by: Wordsrus (talk) 04:41, 31 August 2008 (UTC)

There is not much here. The existing material is vague and brief. I suggest that someone knowledgeable on the subject present some of the most significant strategies or sets of strategies as examples and explain and compare them. The information about firms might be useful, but it does not address the central subject directly. With regard to history, it would seem that the concept of design and design strategies, in the plain English common interpretation of those terms, would be far older than the 1800s. Without doubt it extends to prehistory. For example, to build a mud hut you go through a design process. If you teach others how to build mud huts, then no doubt you will explain to them the factors they should consider in their own designs - hence a design strategy (in the plain English notion suggested by the term).Blcklbl (talk) 22:07, 20 January 2012 (UTC)