Organizational Futures by Design

19-20 June 1997, Haas School of Business, Berkeley, CA

Offered by both the Corporate Design Foundation and Haas School of Business, Organizational Futures by Design brought together 240 nationwide attendees to ensure the successful future of their organizations. Through numerous presentations, speakers discussed the focus on design as a driver toward the reinvention of several of America's best companies. CEOs shared their company recreations which have been accomplished by using strategic assets such as products, communications and work environments.

Presentations

Discussion Group with
Sara Beckman, Professor, Haas School of Business

The Culture of Innovation: Steelcase & IDEO
Joyce Bromberg, Director of Advanced Concepts, Steelcase Inc. Arnold Wasserman, IDEO Product Development

Delivering a Vision: FedEx and the Strategic Power of Design
Gayle Christensen, Director, Corporate Marketing, FedEx Sohrab Vossoughi, President, Ziba Design

Design Lessons from the Late 20th Century
Paul Goldberger, Chief Cultural Correspondent, The New York Times

Reengineering for Superior Customer Service
Tom Kasten, Vice President, Business Reengineering & Customer Service Implementation, and US Information Systems, Levi Strauss & Co.

Workplace Design and Business Education
Peter Lawrence, Chairman, Corporate Design Foundation

Beyond the Brand: Leveraging Design to Shape Corporate Strategy
Brock Leach, President, Frito-Lay North America Clay Timmon, CEO, Landor Associates

A New View of Research and Design
David Liddle, President and CEO, Interval Research

From the Tech Center to the Showroom: Integrating Design Throughout the Corporation
Bob Lutz , Vice Chairman, Chrysler Corporation

You Say You Want a Revolution...
Morton Meyerson, Chairman, Perot Systems Larry Keeley, President, Doblin Group

Creating Community: Architecture for Teams and Network Organizations
Raymond Miles, Professor and former Dean, Haas School of Business John Ruble , Partner, Moore Ruble Yudell

Design and Business Education
Bruce Nussbaum, Editorial Page Editor, Business Week Trudy Kehret-Ward, Professor, Haas School of Business Marco Iansiti , Associate Professor, Harvard Business School

From Hierarchical to Team-Based Culture: The Universal Plan and Other Approaches
Don Raney, Director, Center for Architectural Planning, Design & Real Estate Services, Hoffmann-La Roche Inc. M. Arthur Gensler, President, Gensler

Disinter-remediation: The Surprising Impact of Information Systems on Markets and Organizations
Paul Saffo, Director, Institute for the Future

Reinventing Companies by Redesigning their Advertising
Rich Silverstein , Co-Creative Director and Partner, Goodby, Silverstein & Partners

Designing for E-Commerce
Mark Torrance, Chairman and CEO, PhotoDisc Andre Marquis , Director of Marketing, Cybergold, Inc.

Discussion Group with
: Sara Little Turnbull, Director, Process of Change Laboratory, Stanford University

Design as if People Matter
Alan Webber, Founding Editor, Fast Company

Corporate Design Foundation wishes to thank IBM Corporation, Potlatch Corporation, and the Haas Business School for their assistance and generous contributions to this conference

For more information about Organizational Futures by Design, contact the Foundation This e-mail address is being protected from spam bots, you need JavaScript enabled to view it .