November 2008
Local enterprises, including small and medium-sized enterprises (SMEs), can now benefit from a new integrated programme launched by DesignSingapore Council, SPRING Singapore, International Enterprise Singapore that will help them to create sustainable value and enhance their competitiveness through the use of design.
A strategic management capablity that has moved beyond aesthetics to solving problems, realising potential and creating new and tangible business output.
The $12 million Design for Enterprises (DFE) initiative encourages Singapore-based enterprises to improve their competitiveness and strategic advantage by intergrating design into their business strategy, processes and product development.
The three key thrusts of DFE are Design Touch, Design Engage and Design Excel, which include programmes that are aimed at helping local businesses progress through the different levels of design capabilities, from learning about the value of design to skilful integration of design into business strategies.
In announcing the launch of the DFE at the Hotel Intercontinental, Dr Lee Boon Yang, Minister of the Information, Communications and the Arts said that to create sustainable value and differentiation from the competition, enterprises need breakthrough business models which cannot be easily duplicated.
"This is where design can play a major role. Design is an important tool for enterprises to createe unique value and sharpen their competitiveness."
Design Touch is targeted for companies who are taking their first steps at understanding the importance of design as a strategic tool. One of the key components is the setting up of a one-stop centre - the Design for Enterprises Centre - located at the MICA building.
The new centre is the vital touch point for companies to learn more about design, prepare for design integration in their businesses and work with creative agencies. Companies can also seek advice on relevant resources and programmes by visiting the Centre for calling its hotline.
The Centre managers would be able to analyse their business needs and guide them to the type of design services they need, as well as tap the resource library for useful design materials and information.
In addition, an online portal has also been developed for companies to obtain useful resources and information on design.
Key features include case studies of local and international businesses that have successfully adopted design to their advantage, a design directory to help facilitate access to design services and a design diagnostic toolkit for an initial assessment of where each enterprise stands in terms of design.
The Design Engage Programme, targeted at enterprises ready to incorporate strategic thinking into their business operations, is a three-year programme to help enterprises understand the value of design and build up their design capabilities through Design Facilitators who are well-versed in design the business management.
These experts will equip companies with design principles and tools to develop their business operations and strategies and unlock new business-building opportunities.
Some 200 Singapore-based enterprises are expected to benefit from adding the design element into their business strategy over the next three years, through the programme.
For companies who have successfully transformed and redefined their business by making design their central strategy, Design Excel takes them a step further to achieve design excellence through mentorship and leadership programmes that provide them with opportunities to tap the minds and skills of internationally renowned design gurus.
And in so doing, groom a new breed of creative leaders in their organisations and achieve international recognition.
A study on the value of design by the UK Design Council in 2007 showed that enterprises that see design as integral do not need to compete on prices as much as others.
In fact, the chances of design contributing to turnover growth rose more than threefold when enterprises used design to lead and guide the process.
It also showed that 80% of design-led companies introduced a new product or service, or opened up new markets in the last three years, compared to only 40% of companies overall.
SPRING Singapore Chief Executive Mr Png Cheong Boon, said that SPRING Singapore is committed to helping local enterprises, especially SMEs, strengthen their design capabilities to ensure sustained competitiveness and growth, especially during these challenging times.
"In this economic slowdown, competition will intensify and customers will be more selective and demanding. The Design for Enterprises initiative helps Singapore companies better understand their customers' needs and enables them to create new products and services to meet those needs"
"It will strengthen our companies' competencies and ability to create new value for their customers."
Said Mr Chong Lit Cheong, Chief Executive Officer, IE Singapore, on the importance of developing design capabilities for international growth, "As overseas markets are highly competitive, design can be a strategic differentiator for companies to retain and improve on their market share."
"Asian companies are known for their highly efficient and cost-competitive manufacturing. Strong designs can give your company and immediate edge, instantly differentiating your products and services from others in the global market place."
"Bringing design to business boardrooms in a strategy that DesignSingapore Council has been actively pursuing. We have seen many enterprises enjoy sustained growth and recognition by leveraging on design."
"Statistics from 2003 to 2007 show that Singapore Design Cluster experienced one of the highest growths in the creative industries, with the Compound Annual Growth Rate at 6.1%."
"There is great potential for enterprises who tap on design and we are pleased to be partnering SPRING Singapore and IE Singapore through the Design for Enterprises initiative."
"Out joint efforts will enhance the continued embedding of design across the economic sector, and raise the long-term competitiveness of Singapore enterprises," said Dr Milton Tan, Director, DesignSingapore Council.
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