DESIGN AS A COMPETITIVENESS STRATEGY FOR INTERNATIONALIZATION

Authors

  • Laercio Marques da Silva University of Sao Paulo, Brazil
  • Camilla Fernanda Annarumma Durão Cavalcanti University of São Paulo, Brazil
  • Otávio Burin Oliveira
  • Fernando de Oliveira Linhares University of Sao Paulo, Brazil

Keywords:

Design, Innovation, Brazilian Industry, Export

Abstract

This article presents a study on the role of design as a competitive element relevant for innovation in companies with a potential for internationalization, in Brazil and Latin America, as well as for the promotion of national and regional design. The subject is approached through a systematic review of the literature (SR) and an exploratory study of the Brazilian program Design Export. The SR was conducted to understand the state of the art of the topic. In the selected publications, the design was a major factor in differentiating companies and products from their competitors, in terms of innovation and competitiveness in the foreign market. The exploratory study proved to be relevant to the understanding of public policies for the promotion of design and to grasp the practical experience on this subject on a national level. By understanding the mistakes and successes of the program, its key challenges, and opportunities for improvement, it was possible to compare the findings with the results of SR and other surveyed literature. We conclude with suggestions and proposals for ways to promote design for the internationalization and competitiveness of the Brazilian industry, and international dialogue with Latin American countries.

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Author Biographies

Laercio Marques da Silva, University of Sao Paulo, Brazil

He is an Industrial Designer, a consultant on innovation, and a candidate for a Masters's degree in Design in the Postgraduate Program in Design at the Faculty of Architecture and Urbanism at the University of Sao Paulo, Brazil. It investigates production, design, methods, syntax, semantics, and symbolic characterization of design thinking.

Camilla Fernanda Annarumma Durão Cavalcanti, University of São Paulo, Brazil

She is a bachelor's and master's candidate in Design at the Postgraduate Program in Design at the Faculty of Architecture and Urbanism at the University of São Paulo, Brazil. She teaches in the Strategic Innovation Management course at Senac College. She works on Industrial Design, Visual Communication, Visual Programming, Service Design, Social Innovation, and Design Management.

Otávio Burin Oliveira

He is graduated in Graphic Design. He is a partner at Datadot Estudio and a researcher in the Information Design area, working with management and development of multidisciplinary projects.

Fernando de Oliveira Linhares, University of Sao Paulo, Brazil

He holds a bachelor's, master's and is a doctoral candidate in Design. He develops his research at the Postgraduate Program in Design at the Faculty of Architecture and Urbanism at the University of Sao Paulo, in the areas of Meaningful Interaction, Emotion, Semantics, and Pragmatism.

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Published

2021-07-17

Issue

Vol. 1 No. 22 (2021): V!22 Latin America: You are Here!

Section

Ágora