Abstract

The objective of this paper is to characterize the utilitarian and ornamental Portuguese ceramic industry, focusing on the design practice in those companies and suggest ways to improve it with the contribution of design management. It was found that at the operational design stage most of the investigated companies recognized the advantages of the designer’s work but often don’t know the designer’s potential. The strategic design should be management as a part of cooperative image industry. The challenge is to resolve some of the concerns, show other levels for operational and strategic design and present ideas that help to realize best design management.