If the goal is innovation, then Bettina von Stamm is sure design is an essential component in realizing that goal. She celebrates the differences between designers and other functions and documents how their unique perspectives can improve business performance, help expand market share, and leverage bottom‐line results. She believes design must be an in‐house expertise and outlines strategies to integrate design and designers into the innovation effort .
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Bettina von Stamm (2004) studied this question.