Design management as a concept for effective business design

Abstract

The conceptualization of design management is a highly relevant task as it allows to reformat the managerial thinking to meet the challen­ges of the digital environment. Such an inno­vative approach will help to organize opera­tional and marketing activities by incorpo­rating principles of customer-oriented business and brand emotional appeal. Under the influence of digital trends, new business focuses are being formed, concen­t­rating on brand management, satisfaction of internal and external consumers, economic and environmental efficiency of projects. The insuffi­cient study of design management leads to strategic failures in the sustainable development of hospitality entities. The purpose of the article is to identify approaches to the formation of the concept of design management, which helps to understand effective business design strategies, as well as to ensure a higher brand (product or company) attractiveness. It is hypothesized that the application of design management principles has a positive effect on the final business results, contributing to a more innovative and adaptive approach to solving business tasks. The conducted research is based on general scientific methods: analysis, synthesis, induction, compa­rison; systematization, empirical methods, and logical modeling. The essence of design mana­gement and directions of its integration into the hospitality sector are considered. The concepts of design management and design strategy are characterized, as well as the value guidelines that this concept can implement in both the current and strategic perspectives. It is consi­dered whah business models can be formed in the design management of a business entity. The key metrics for assessing the effectiveness of design management have been defined. Examples of successful cases applying the concept of design management in the hospitality sector are provided. The conducted studies form scienti­fically based approaches to determining the directions of integration of design management and design thinking in the activities of business entities. The concept of design management with constant monitoring, updating and control, forms advantages in innovativeness and appropria­teness in terms of compliance with market condi­tions of solutions; establishes communication mechanisms with consumers, staff, management and founders, which is especially useful at all stages of business design.