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Cranfield University Gabriel Henrique Torres Do Patrocinio the Impact of European Design Policies and Their Implications On

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Cranfield University Gabriel Henrique Torres Do Patrocinio the Impact of European Design Policies and Their Implications On CRANFIELD UNIVERSITY GABRIEL HENRIQUE TORRES DO PATROCINIO THE IMPACT OF EUROPEAN DESIGN POLICIES AND THEIR IMPLICATIONS ON THE DEVELOPMENT OF A FRAMEWORK TO SUPPORT FUTURE BRAZILIAN DESIGN POLICIES SCHOOL OF APPLED SCIENCES CENTRE FOR COMPETITIVE CREATIVE DESIGN PHD THESIS Academic Year: 2009 - 2013 Supervisor: Professor SIMON BOLTON May 2013 CRANFIELD UNIVERSITY SCHOOL OF APPLED SCIENCES CENTRE FOR COMPETITIVE CREATIVE DESIGN PhD Academic Year 2009 - 2013 GABRIEL HENRIQUE TORRES DO PATROCINIO THE IMPACT OF EUROPEAN DESIGN POLICIES AND THEIR IMPLICATIONS ON THE DEVELOPMENT OF A FRAMEWORK TO SUPPORT FUTURE BRAZILIAN DESIGN POLICIES Supervisor: Professor SIMON BOLTON May 2013 This thesis is submitted in partial fulfilment of the requirements for the degree of PhD © Cranfield University 2013. All rights reserved. No part of this publication may be reproduced without the written permission of the copyright owner. i ABSTRACT About the theme: Public design policies can be explained as sets of principles established by a government intending to apply design into leveraging social, economical, industrial, and regional development. Design policy is an emerging theme in the field of design, and one that has been raising concerns from governments globally. Two aspects drive this interest: the extraordinary growth rates of the creative industries in the past decades; and the ability of Design to be a link between technology, creativity and the user, being a potential unique tool to help innovate and foster economic growth. About the research: The research was proposed responding an observed demand of governments in emerging countries to structure policies to use design to promote industrial and social development. It was structured to analyse current national and regional Design Policies within the framework of common aspects, effective practices and trends; external factors influencing their implementation; general causes of failures; assessment methods; and the influence of coexisting design definitions and trends. The focus is on Brazil, whose government is funding the research, the European Union, and the United Kingdom. In this context the research aims to generate a rationale for planning and assessment of Design Policies based on a review of current effective practices and identified future trends relevant to emerging markets. The main objective of the research is the identification and analysis of the constituent elements, driving forces, impacting factors, expected consequences, assessment methodologies and common failures of design policies. The intended goal is to respond to a demand for new knowledge, data, and tools that could contribute to reduce the current level of uncertainty regarding design policies. Methodology: To acknowledge the established objectives and goal, a comprehensive review of literature was initially carried out, including many reports and other documents from governments and from the EU. Emerging issues from the review informed a two-stage study developed in Brazil. For the ii first stage, in 2011, thirteen stakeholders were interviewed, from key active governmental programmes and departments. The choice of programmes and departments was validated by questions from the interview itself. The second stage, in 2012, focused on the only currently active design support programme aimed at SMEs in Brazil. During this phase, it was collected archival data and three interviews conducted. Collected data was analysed using descriptive statistic tools. The findings were then filtered using documents and archival data about European effective practices to inform the discussion and recommendations, and further used to generate a modelling framework for design policies. Contribution: The research contribution can be acknowledged in four different levels of outcomes: a comprehensive review of literature (1), combining an assortment of very significant documents and discussing their connections and specific contributions to the field; the application of an interview and archive based case study (2) about design policies in Brazil, corroborating Case Studies as a leading research tool for the area; a discussion on the impacting factors and effective practices of design policies (3); and finally the conceptual model and framework named respectively Compass Model and Create DP (4) that set together a framework intended to reduce levels of uncertainty in planning design policies. Keywords: Design Policy; Design and Development; Innovation; Creative Economy; Public Policies; SMEs. iii DEDICATION AND ACKNOWLEDGEMENTS Dedication Dedicated to the memory of my lovely mother Rená and my dear father Raul. They both raised me as an ever-curious observer, instilled with a conciliatory spirit. That’s how I became a designer with some political abilities. Dedicated to my son Raul, great companion who made my journey in Cranfield less lonely during the first two years, and keeps me motivated and inspired. Dedicated to my sister Maria Angélica, helpful and supportive in every occasion. v Special Acknowledgments Very special greetings to two great idols that made themselves available and as close as old friends: documents provided by Gui Bonsiepe were fundamental for this research, and the pleasant conversations in Brighton and London with John Heskett and Pamela were remarkable! I am very grateful to my supervisor and friend, Simon Bolton, who committed himself to guide me through this long and difficult journey. My special greetings also to my examiners, Tetsuo Tomiyama and Pekka Korvenmaa, who took the time to read and help me improve this volume. Invaluable collaboration was received from my privileged sources at Centro de Design Parana, Centro de Design Rio, Centro de Design do Recife, Programa Brasileiro de Design, Centro Carioca de Design, where I found amazing people like Adélia Borges, Afonso Luz, Claudia Ishikawa, Daniel Kraichete, Eneida Correia de Lima, Fernanda Bocorny Messias, Freddy Van Camp, Geraldo Pougy, Gisele Raulik-Murphy, Joana Neves, Julio Bueno, Ken Fonseca, Leticia Gaziri, Luiz Antonio de Barros, Paula Oliveira Camargo, Renata Galvão de Melo, and Washington Fajardo. Acknowledgments Many friends from Brazil and abroad offered me support in different occasions along the way: André Monat, Antonia Costa, Bruno Porto, Diva Bonney, Erik Nielsen, Fatima Rocha, Freddy Van Camp, George Burden, Guilherme Cunha Lima, Itiro Iida, João Bezerra de Menezes, Laurent & Catarina Garcia, Liz Davis, Luciene Pimenta, Lucy Niemeyer, Reginaldo Schiavini & Joice, Riva Bernstein, Sebastiana Lana, Sergio Berstein, among many others. Having the privilege of watching C4D being literally raised from the ground brought also good friends for life, Curie and Sanha, Shi-Wei, Camille, Gail and Gene, Laura, Alex Rowbotham, Alex Mercer, Shehab, Leon, Fiona, are just a few of many others that I will keep in my best Cranfield University memories. vi TABLE OF CONTENTS ABSTRACT .......................................................................................................... ii DEDICATION AND ACKNOWLEDGEMENTS .................................................... v LIST OF FIGURES ............................................................................................. xi LIST OF TABLES .............................................................................................. xv LIST OF ABBREVIATIONS ............................................................................. xvii 1 INTRODUCTION .............................................................................................. 1 1.1 RELEVANCE OF THE SUBJECT .............................................................. 1 1.2 A BRIEF HISTORICAL FRAMEWORK ...................................................... 4 1.3 DESIGN POLICIES AS A PERSONAL EXPERIENCE .............................. 8 1.3.1 FACTORS OF UNCERTAINTY ......................................................... 10 1.4 SETTING UP THE STUDY ...................................................................... 11 1.4.1 RESEARCH QUESTIONS ................................................................ 12 1.4.2 METHODOLOGICAL APPROACH ................................................... 12 1.4.3 CONTRIBUTION OF THE STUDY .................................................... 13 2 LITERATURE REVIEW .................................................................................. 14 2.1 INTRODUCTION ...................................................................................... 15 2.1.1 DEFINITIONS .................................................................................... 16 2.1.2 POLICY STUDIES ............................................................................. 21 2.1.3 EMERGING RESEARCH FIELD ....................................................... 30 2.2 CATALYSTS AND DRIVERS OF CHANGE ............................................ 44 2.2.1 HISTORY ........................................................................................... 44 2.2.2 ECONOMY ........................................................................................ 52 vii 2.2.3 DESIGN AND INNOVATION ............................................................. 63 2.2.4 NATIONAL DESIGN SYSTEMS ........................................................ 72 2.2.5 NATIONAL DESIGN IDENTITY ........................................................ 80 2.2.6 DESIGN-DRIVEN DEVELOPMENT .................................................. 82 2.3 EFFECTIVE DESIGN POLICY AND PROMOTION ................................. 97 2.3.1 FRAMEWORKS
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