“What is Design Worth?” Narrating the Assetization of Design
Ulises Navarro Aguiar
Abstract:This article explores how financial logics and investment rationalities are intersecting with and shaping the expert discourse and practice of professional design. It uses “assetization” as a conceptual category to make sense of recent efforts to account for the value of design in financial terms. Specifically, the article provides a narrative-semiotic analysis of a report on “The Business Value of Design” published by McKinsey & Company, unfolding how design is valued in terms of its capacity to deliv… Show more
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