while the professional use of design related services in large corporations (500+ employes; turnover euro 1 Mio.+) is a commonly accepted part of business investments, the situation for small and medium sized companies (SMC) is different.
every design management consultant or freelance designer who has ever invested in new business development knows that SMCs are a ‘class of its own’ when it comes to the use of design.
some years ago in 1999 john thackara, former director of the ‘netherlands design institute’ published the study (sponsored also by the EU) and worldwide recognized book: ‘WINNERS! How Today’s Successful Companies Innovate by Design’.
he investigated questions like: what are the driving forces that prompt small companies all over europe to develop new products and services? and how do these companies use design to innovate? while this book is about successful, innovative design conscious companies of the late 90’s we all know that economic times have changed. and this is particularly true for germany.
while chances for an economic recovery in germany and europe are pretty good for 2004 the mindset of the so called ‘Mittelstand’ or SMCs in germany are somehow blurry.
so, if you have ever been interested in the motivations and economic drivers of SMCs you might find the latest study of the german energy and power supplier “watt - energie für unternehmen” very useful. titled: “Perspektive Mittelstand. Die deutsche Wirtschaft im Umbruch.” the study investigates the individual expectations of SMC towards the future economic development and their according action plans.
you can order the study for euro 50.- at the website of “watt” or read and download a summary on the website of ‘manager magazin’. unfortunately both sources are only available in german versions. however together with the study “management and design in NRW companies” about which I wrote a post in november 2003 I think designmanagers have some pretty useful and up-to-date tools at hand to address these companies adequately.
