Munich audience enthralled by Professor Dr. Zec’s lecture on calculating design value

On Thursday, 22 April 2010, the design and business expert Professor Dr. Peter Zec held the last in his current and very well-received series of lectures on “Design Value – A strategy for business success” in the Pinakothek der Moderne art museum in Munich. Stopping in Düsseldorf, Hamburg and Berlin, Munich has marked the climax thus far of the series of lectures on the new publication, in which Professor Zec and his co-author Burkhard Jacob present their groundbreaking method that makes it possible to measure the value that companies generate using design.

The lecture in Munich was booked out very quickly. Around 300 guests attended the Pinakothek der Moderne, where Professor Zec together with Mr. Jacob, head of the red dot institute, gave an introduction to the topic and used easy-to-understand examples to explain how the design value of a company is calculated. "The basis of the method consists of evaluating the results of the red dot design award, which allows to determine a company's design performance and design continuity and to put this in relation to the overall business performance", said Zec. The design value is the monetary value at a fixed point in time (present value) derived from the design-related earnings before interest and taxes (EBIT), the design performance, the design continuity, and an evaluation of the design assets of a company. Zec also explained how the design value can be used to evaluate a company's innovation potential and quality performance, thereby contributing to the overall company value. As a concrete monetary value, the design value can serve as an important control value for performance measurements as well as an assessment basis for economic objectives and forecasts.

After the lecture, numerous people in the enthusiastic audience took the opportunity to ask the two authors questions.

The English edition of the book will be launched shortly. You can order both books online in the red dot bookshop.
www.red-dot.de/bookshop-en