Creating Strategic Design Capability in Your Organization

Make design a core competency for a powerful strategic advantage


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This program is part of the following certificate:

Continuing Education

This class is eligible for the following continuing education credits:

Ohio CPA 8 CPE


Questions about finding the right program, corporate packages, or planning your visit? We're here to help.

216.368.6413 or 800.736.6403

The success of companies like Apple, Samsung, Google and Nike demonstrates that design is a powerful strategic capability for competitive organizations. Some organizations hire design consulting firms to improve their product or brand design, others expand their design organizations to bring design capability in house. Despite its growing strategic importance, however, there still is a lack of clear understanding among managers on what exactly is design. Many managers still consider design as a functional skill, albeit important, within new product development or marketing and reduce its significance to product aesthetics.

Although aesthetics is an important element of good design, design should not be simply understood in terms of superficial beauty of a product or a logo. Instead, it must be understood in a much broader and strategic context. Yet, precisely how to manage and organize design as a key strategic capability is not known to most organizations.

This seminar presents design as a key strategic capability in organizations that must be actively managed and nurtured. Through case studies and interactive discussion, participants will learn how to assess their organization’s design capability and how to develop it.

Instructor Date and Time Location  
Youngjin Yoo, Ph.D.   Friday, May 2 from 9 a.m. to 4:30 p.m.
Cleveland, OH Add to Cart

Youngjin Yoo, Ph.D.  
Date and Time:
Friday, May 2 from 9 a.m. to 4:30 p.m.
Cleveland, OH
Add to Cart


  • Design as a strategic capability in organizations
  • Design capability development model
    • Structure
    • Tools
    • Processes
    • Cultures
  • How to configure design capability as organizations grow
  • Relationship between top management and design

Learning Outcomes

As a result of attending this program, participants will:

  • Make the business case for design investment
  • Learn the four components of design capability
  • Learn how to assess your organization’s design capability
  • Learn how to develop a strategic plan for improving design capability
  • Learn how to build strategic relationship between top management and design organization

Who Should Attend

Managers in the areas of marketing and strategy innovation, IT and organization change. Pairs or groups of managers from the same company should attend together for maximum benefit.


Individual Participants: $645
Package Pricing: 1 class day per participant

Available Discounts


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Weatherhead School of Management
Case Western Reserve University

10900 Euclid Avenue
Cleveland, Ohio 44106-7235 USA