Using Design Briefs to Empirically Replicate and Extend the ‘Designence’ Model of Strategic Design Value

Despite increasing attention from academics and practitioners Design Management lacks a widely-agreed upon empirical measure. This paper proposes new conceptualization of based on the view design as “managed process” within organizations (Bruce Bessant, 2002, p. 38). We employ an expert rating procedure product briefs Exploratory Factor Analysis to derive eleven factors information elements contained these document that constitute Management: F1 Insights into Customers; F2 Business Model; F3 Product Aesthetics; F4 Authenticity; F5 Symbolic/ Experiential Value; F6 Functional F7 Promotions/ Distribution; F8 Sustainability; F9 Production/ Development; F10 Project Management; F11 Risk/ Safety. Further, we clarify strategic role by relating measures firm performance at project- competitive advantage-levels. Our findings are rationalized using Balanced Score Card for approach, made up of: (1) Customer Perspective; (2) Process perspective; (3) Learning Innovation (4) Financial perspective. results confirm overwhelmingly positive relationship between highlights differential effects individual across two measures.