Design management practitioners’ are, among others also: design department managers, brand managers, creative directors, design directors, heads of design, design strategists, and design researchers, as well as managers and executives responsible for making decisions about how design is used in the organization. This rather broad scope of work can be focused if we look at design and management to: + design direction, + design realisation; and not least + design coaching.
There is a general opinion—not only in the design community—that non designers make design decisions every day. Designers do tend to see this as an attack to their profession.
And while the mutual suspicions between managers and creative teams exists, there is a possibility to find a suitable management concept for every design concept.