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Strategic design partnerships for growth –
Insights from the Danish cluster D2I
Thit Juul Madsen
Breakout Session: Use of design principles to drive
innovation in clusters
5 September 2013
05.09.2013
Why design?
Thit Juul Madsen
Head of Design2innovate - The Danish Design Cluster
Who are we?
D2i is a partnership between Kolding School of Design, The
University of Southern Denmark, LEGO, Dong and Design City
Kolding
Design City
Kolding
Businesses
S / M / L
Spinderihallerne
Innovation &
design consultancies
Kolding School
of Design
University of
Southern Denmark
Organizations
Regional authorities
What we do...
/ We help companies create value through design and design
driven innovation We create awareness about the modern
design concept
/ We teach companies / employees how to use design tools
What we offer...
New Knowledge Competence development
Why we do it...
/ Companies that are using design strategically, has up to
20% greater value growth and higher export share
/ Danish export companies involving design in marketing and
supply chain management have greater success abroad
Books
Traditional bookstore
Flickr: Martin Cathrae
Books
New bookstore
Books
New book
Kodak
1975: Invented the world’s first digital camera
Kodak
1976: 89% US market share of photographic film sales
Kodak
Film camera sales Digital camera sales
2003
Kodak
2012: Files for Bankruptcy
iPod
Apple iPod introduced in 2001
iPod
2005: 65% US market share of MP3 player sales
Aunsbjerg
Car dealer - focus on the product
Aunsbjerg
Innovation process
Aunsbjerg
Concept development - focus on service
Aunsbjerg
Car sharing concept
D2I members
+45 2528 4215
Thit Juul Madsen
Thank you!
thit@design2innovate.dk
www.design2innovate.dk

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