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The organisation uses design as a means to an end to offer its products and services in line with the market requirements. Design specialists are sporadically at work, but a strategy that steers Design Doing with Design Thinking is not effective. At best, you are design-conscious.
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The company maintains a process that consciously uses design. Competencies exist and are being developed further. The aim is to establish design asa strategy. Occasionally design has a strategic value, but design decisions are often undermined.
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The company creates the prerequisites for establishing and managing design as a strategy in all aspects. Design is led over all three levels. Not only are professionals at work, but the structures and processes also ensure effective implementation. Design decisions are binding. The company actively invests in design and is therefore competent in all aspects of design, securing a sustainable competitive advantage.
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