Meeting point

The tendency towards the concept of experience and towards the story structure shows the rapprochement between the practice of design and business strategy in a way that places rhetoric as an instrument of analysis and understanding of the relationship between business, design and individual. The work presents an analysis of the characteristics and the evolution both of design and business strategy and of the behaviour and creation of identity of the individual. It ends with the proposal for a procedure for small design businesses aimed at a local environment.

For this, it analyses, on the one hand, the characteristics and forms of action of the practice of design, and on the other, those of business strategy, through the identifying traits of the activities and of the agent who takes part and their evolution over time. The story emerges as operative principle to tackle the challenges posed by the orientation of design, the economy and the business, as well as the individual. However, difficulties are still detected primarily based on communication, on the inclusion of the emotional abstract component in the strategy and on the effects of the economic situation in Spain since 2007.

As a result, the work proposes a procedure in a local, changing and long-term context for the present business-design-individual relationship. It is based on the story format but seen from the life cycle of the individual, placing them as the central part: in a hybrid strategy between business and design; in the brand positioning and communication as strategic axis; in a modular structure; in the recognition of the change factor linked to time and the context. All of this is to impact on the diagnosis of the situation made and on the problem commented on for an alternative understanding of this relationship and an opening up to new ways of action. The whole of the work poses new spheres of research of a theoretical, practical and/or moral nature.