Authors:

Roger C. Pellizzoni, Laryssa Tarachucky, Francisco A. P. Fialho and Luiz Salomão Ribas Gomez

Abstract:

Innovation has been a goal to be pursued in the business world. The culture of design thinking as a tool to achieve it, however, finds it difficult to settle in more traditional business sectors. This article brings an example of how was the process of inserting Design in an ultracentenarian furniture industry, referencing concepts already established in the areas of design management, design thinking and business management in order to analyse and validate the process developed.

Index Terms: Branding, Place Branding, Innovation, SWOT Analysis, TVU Branding

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