Strategic Management of Design as Competitive Differential in Project Management: Scenario and Market Outlook in the Manaus City

Abstract

In recent years, the design has been in evidence and showing the importance in leading companies. Then comes the strategic management of the design, an area of knowledge that aims to add value and competitive advantage to companies through a practical meeting. In this context, this research aims to evaluate the current scenario and projections of this knowledge to the market in the Manaus city, Amazonas, Brazil, and to highlight the importance of it as an important factor in project management. Therefore, we adopted the descriptive and quantitative research carried out data collection through a survey with the purpose of extracting data from key stakeholders: Designers and entrepreneurs. Reputable sources of information reveal that the inclusion of design in business has become a trend with the increasing competitiveness of the global market, in contrast, the results of this research show that the local market is still not a reality, but it is already taking the first steps, which tend in the long-term, increase to an advanced level of management.