Case of success of design in producing company and marketer of dairy products

Abstract

This article presents the results and recommendations from the research project “Case of successful design in dairy production and marketing company”, developed with the purpose of generating knowledge of design management for the strategic identification of projects oriented to the generation of new products. The results found through interviews with representatives of the areas that participate in the design and product development activities of a company that produces and commercializes dairy products, as well as through the application of a Check list of the design process and the analysis of the attributes of a product, helped to establish the conclusions that are exposed in this document, from three categories of analysis: strategic management of the company, strategic market management and management of the creative process. The results of this research helped to identify the degree of design integration in the strategy of the analysed company and to know its design process. So other companies with similar conditions will be learning from these experiences to identify practices according to their needs that allow them to incorporate the design.