A business will often describe its corporate objectives in terms of growth targets and the development of new markets, new technologies or new alliances etc. Whatever the objectives design will have an important part to in achieving success. This question asks about the way in which the role of design is articulated within the business plan. Has the business identified how design will help it achieve its corporate objectives?

Evidence that might be accessed

Does the business understand where design (i.e. the creation of products environments and identity/brand) fits in with its overall corporate plans and how design can be used to deliver corporate objectives?

Level 1
Company plans and objectives do not mention the use of design (or any other word describing equivalent design activity)

Level 2
Company plans mention the use of design, but do not define objectives for design

Level 3
Company plans identify objectives for design but with limited analysis of products, customers, markets and competitors

Level 4
Company plans identify clear objectives for design activity with full and updated understanding of the company position relative to products, customers, markets and competitors