A variety of evidence supports the role of design in enhancing firm performance. New research undertaken for this study also shows that firms with higher design intensity have a greater probability of carrying out product innovation and that design expenditure has a positive association with firm productivity growth. Nonetheless, the multifaceted nature of design makes it difficult to isolate from more traditional factors affecting performance, such as market conditions or investment. Research is also hampered by the lack of commonly agreed statistical measures. As well as boosting firm competitiveness, there is scope for creativity and design to generate wider economic gains. Consumers can benefit from greater variety and improved products.
