THE IMPORTANCE OF DESIGN IN BUSINESS PRACTICES OF CZECH COMPANIES

In the context of discussions about the role of innovation in business policy and marketing activities, questions of design to participate in the innovation success are often considered. The main aim of this paper is to comprehensively review the sources of design management. Furthermore, the study shows current situation in Czech business. This paper also attempts to analyse and identify the awareness of companies of various sizes concerning the importance of design. The primary aim of research was to investigate companies´ concern for design in relation to other factors: price, quality and reliability. A comprehensive review of the extant literature and journals identified several sources of design approach for Czech companies. The research consists of two main parts. Firstly, a method of smart internet Google SpreadSheets questionnaires designed by the authors was used. Total of 168 entries collected from 305 addressed respondents were used in the research. In the second part of research, the results were analysed using quantification and by means of seeking a mutual dependence. The results obtained were subjects to a statistical study. The results of the research have offered interesting findings. It was discovered that design represents a very important competitive factor that influences firms’ final decision. On the other hand, quality, reliability and price are still perceived as more interesting factors of innovation. Briefly, design is not likely to be perceived as the main innovation factor in the Czech Republic. This paper identifies several interesting aspects regarding design within Czech companies, including the mindset of management.