ABSTRACT
This chapter explores design management from organisation and marketing perspectives. Design leadership is a fairly new concept which was initially distinguished from design management. Turner and Topalian argued that design leadership involves a number of key responsibilities: envisioning the future, demonstrating strategic intent, directing design investment, managing corporate reputation, fostering and maintaining an environment of innovation, and training for design leadership. The design leader also needs to cultivate a distinctive voice and expertise. The aforementioned designerly approach to leadership "provides the holistic perspective and motivation to tackle complete problems and create total solutions, co-ordinating the contributions of different disciplines to serve shared visions of desired outcomes". Design leaders need to embrace diversity and promote inclusion and sustainability which are important factors in the discharge of corporate social responsibility. Design for sustainability must be human-centred, exploring and providing solutions to both environmental and social issues.
