O design como instrumento estratégico de marketing à promoção da competitividade industrial brasileira no mercado internacional

Abstract

The present study aims to highlight the potential of design as a strategic tool for gaining competitive advantage for brazilian companies in the international market through innovation. The use of design as a strategic tool of a company and requires a willingness to change, especially in their work culture. The misunderstanding or lack of knowledge about this tool, or its misuse hinders its positioning within the company, because instead of being seen as a systematic process aimed at introducing innovations in products, ends up being a gimmick secondary and superficial. Realizing the importance of design to the competitiveness of their products, the Brazil as well as some countries, have taken action to encourage, promote and protection to innovation, with very positive results. Knowing this, the present study also attempts to bring examples of national and international companies that have obtained positive results through relevant investments in design.