Design Culture Within the B2B Needs Roadmap

The aim of the present paper is to support the reshaping and spreading of the role of the design culture within the B2B environment. The main target of the work is related to companies characterized by operating in fast-changing markets (in terms of needs, trends and tendencies change) while having to develop complex and long-time for completion products. Such characteristics force companies to a structured long-term forecasting approach where design culture adoption can fit mainly considering the purchase process multiple actors (user, customer, procurement office, technical-engineering department) involved within the product design activity since the early beginning. Design culture would, therefore, influence and surround several departments involved in product design and production, as well as concerning after sales product activities, becoming an innovative approach which can pass from being “at the end” of the process, to one of the major core company backbones.