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Leading Looks: The Power of Design in Business


A conference of industry leaders, designers, innovation experts, with EU Business School students and faculty.

Leading Looks: The Power of Design in Business

EU Business School endeavored to bridge the gap between theory and practice by serving as a platform for thought leadership and knowledge creation on cutting edge issues in business by creating collaborative synergies between academia, entrepreneurs, business and intergovernmental organizations, NGOs, and governments. On May 3, 2019, EU Business School hosted its first ever Design in Business Conference to further analyze the past, present and future prospects of design in business. While design is often associated with the world of art, it also plays a critical role in the world of business. Skillful design is not only a key factor in driving business success, but design can also be an effective problem-solving tool and a key driver for innovation.

Leading Looks: The Power of Design in Business

It is common practice to separate design and business in most organizations, as well as in most curricula. Design has traditionally been viewed as “creativity,” and deployed as the final component in the production process. However, design contributes to creating Products, Processes and Profiles: it is both a transversal function across all staff support functions, and a line function, where Looks Lead and influence that bottom line. Design is integrative, and those firms and organizations that have Leading Looks apply design throughout, from product and service development to designing market appearance and communications, while using design as the system for the continuous development of their very organizational structure and operations. Leading Looks are both comprehensive and unique.

The conference highlighted the importance of design in business. By having hosting this conference, EU Business School served as a platform to reach a wider audience and forms a nexus between different players and synergies. It is our commitment to introduce research and provide thought leadership in a novel field that is yet to be considered by most business schools.  Importantly, the event has led to the formation of a community between the methodic and professional and the curious and creative.

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