Design Strategy Market Index (Beta)

The CCA MBA in Design Strategy program has compiled an index of the top 63 public companies internationally using design strategically in their organizations, for the 10 year period from January 1998 to January 2008.

The index shows that for companies who invest in design and use it as part of their strategic management, on average, they’ve gained 274% of their value. This considerably beats all market averages and indexes for the same time period. What is Design Strategy?

Design Strategy is the use of design processes, perspectives, and tools to create truly meaningful, sustainable, and successful innovation across a variety of design disciplines, including industrial, interaction, visual, experience, and fashion design. Organizations who use design strategically create lasting value beyond that of their peers.

These organizations often hire high-level managers focused on design and innovation, include significant design input in strategic decisions, dedicate resources toward design-derived product and service development, and empower the design innovation functions with authority over development.

To be sure, the organizations which perform best don’t focus only on design in their product, service, and customer experience development and management. Many also create significant value through more traditional growth strategies, such as operational efficiencies, mergers and acquisitions, and technology research and development. However, each of the companies in this index places a high value on strategically using design processes to provide better customer offerings and experiences and integrate all functions of the organization more effectively. There are a few other indexes that track design-engaged companies, as well:

NameSymbolLast PriceChangeSharesCost basisMkt valueGainGain %Day’s GainOverall Return