디자인경영 패러다임 변화에 따른 성공요인 차이분석
A Comparative Study of Critical Success Factors for Design Management within the Paradigm Shift
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초록
창조경영과 지속가능경영을 중심으로 비즈니스 환경이 변화함에 따라 기업 내 디자인경영의 역할과 가치 또한 새로운 패러다임을 맞이하고 있다. 과거 기업의 디자인경영 성공이란 특정 제품이나 프로젝트 성공에 따른 영업 이익창출을 의미했으나 오늘날 디자인경영의 성공은 제품을 넘어 고객 및 시장 가치 창출 또는 비즈니스의 변화와 혁신 정도에 의해 평가된다. 이는 곧 제조 기업의 제품 개발 프로세스를 중심으로 구축되었던 인하우스 디자인경영 실행 구조가 여러 산업 군 내 다양한 기업의 신 비즈니스 창출과 고객 이해 및 만족을 위한 실행 구조로 확대, 전환되고 있음을 의미한다. 이에 본 연구는 기업이 성공적인 디자인경영을 위해 고려해야 하는 핵심 요인이 무엇인지 밝혀 패러다임의 전환기를 맞이하고 있는 디자인경영의 새로운 역할과 가치를 조명하고, 그 성공적인 운영을 위한 가이드라인을 제시하고자 했다. 1980년대 이후 디자인경영 성공요인을 제시한 기존 문헌 연구를 수집하여 인하우스 디자인경영의 성공요인을 도출하였으며, 이를 기반으로 국내 기업 70명의 디자인 매니저 및 디렉터의 설문조사를 통해 성공적인 디자인경영을 위해 기업이 고려해야 하는 주요 20개 요인을 실증분석을 통해 제시하였다. 또한 20개 주요 요인을 시대별로 비교 분석하여 오늘날 더욱 중요하게 다뤄져야 하는 요인이 무엇인지 밝히고 그에 따른 시사점을 제시하였다. 결과적으로 변화된 패러다임 안에서 과거 기업이 디자인경영을 성공적으로 이끌기 위해 팀 운영, 통제, 시스템 등의 구조적 요소를 중요하게 다뤘던 반면 오늘날에는 팀 개발과 교육, 분위기 조성, 명확한 목표 등과 같은 디자인 개발 중심 요인을 중요하게 고려되고 있음을 살펴볼 수 있었다.
Abstract
Today the role of an internal design team are shifting. The design role in business has been described as the professional service of creating and developing concepts and specifications that optimize the function, value, and appearance of corporate products and systems(Veryzer and Mozota 2005). Design function became a central corporate function, and the design management has evolved into a profession and scientific discipline in its own right. Design management’s role is to foster an understanding of the relevance of design in fulfilling the company’s long-term goals and coordinating design resources at every level of the company. This paper is to find the factors affecting the successful design management in the change of new paradigm. There is no guaranteed recipe for success in design management, but there is consistency about the kinds of factors that make a difference to the management of the process. Eventually, a total of 20 factors, are collected from the thirty main literature sources, identified as critical success factors to the implementation of design management. Furthermore this research analyses the factors in three periods- 1980s, 1990, and 2000s. It shows which factor is important in each period. The success factors of corporate design management will make a positive contribution to successful design strategy and effective performance for business success. In particular, it will help the design manager in corporations to find the right direction and the most effective way to manage the designer and corporate internal design system.
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