One of the major challenges facing the design industry lies in clarifying and communicating the value and potentials of design.
Design research and the growing emphasis on academic approaches in the educational programmers can help designers rise to this challenge. Research offers a set of shared concepts and can help communicate these concepts to design users, executives and others.
Another important challenge for the design industry lies in growing internationalisation. It is necessary for the agencies to be able to handle international clients and for the design and architecture schools to be able to attract international students, teachers and researchers.(Anna Krarup Jensen,2009)
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