Resumo

GOMEZ BARRERA, Yaffa Nahir Ivette. La Cultura del Diseño, estrategia para la generación de valor e innovación en la PyMe del Área Metropolitana del Centro Occidente, Colombia. Cuad. Cent. Estud. Diseño Comun., Ens. [online]. 2010, n.34, pp.109-209. ISSN 1853-3523.

In the globalised contemporary economic context, the challenge of the competitiveness tied to the development of companies, localities, countries and regions is undoubtly present in the agendas of the majority of the governments. In order to respond to this challenge the strategies oriented to get differentiation starting from design, innovation and their implied value have acquired relevance, being at the same time, inescapable the responsibility towards the society and the environment and the fulfllment of requirements of international markets. The present work sustains that the SMEs that acquire and consolidate the culture of the design to generate value and innovation in his products, actions and communication could open new spaces of market and contribute competitively to the development of the territory, in this case in particular: the Metropolitan Area of the Center the West AMCO, located in the department of Risaralda, Colombia characterized by its tourist, industrial and commercial dynamics. In order to recognize the degree of incorporation of the culture of the design in the SMEs of the AMCO, a revision is made of the methodologies diagnoses of management of design, and strategies for the generation of the value and the innovation to develop an own methodology fit to the local case denominated CulDiVar ( To cultivate Design, the Innovation and the Value) and to raise the pertinent strategies from the study of two cases.

Palavras-chave : AMCO; CulDiVar; Design culture; Design; Globalisation; Innovation; SMEs.

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