Integrating strategic and sustainable design approach for innovation process: a cement case study


  • Cristiano Alves Universidade Federal do Rio Grande do Norte
  • Gileno Negreiros SENAI/FIERN
  • Susie Macedo SENAI/ FIERN
  • Kilder Ribeiro Universidade Federal do Rio Grande do Norte


Strategic Design, Sustainable Design, Sustainable Brand.


Global society and technology have changed the relationships of the market. Quality and cost are not the main aspects of any industrial product. On the other hand, design, innovation and sustainability became significant requirements to company’s competitiveness. In this context, the design approach has shown evolutions, integrating social and environmental aspects beside traditional aspects such as technical and economic. Still, design has been becoming a strategic opportunity for companies, improving their competitiveness and increasing their market share. Thus, this research has analyzed the integration of both the Sustainable Design and Strategic Design Coaching (SDC) method in the making decision activities of companies. A cement company (BQMIL) was assigned as case study, in which the previous results have pointed out the significant hole of those concepts to generate Eco-innovation and Eco-Brand to increase its market share, corroborating the expectative of the design team.