DESIGN MANAGEMENT: APPLICATION OF THE CDS MODEL FOR BUSINESS DIAGNOSTICS AND THE CREATION OF COMPETITIVE ADVANTAGE

This paper reports a study on a business analysis and diagnostic tool known as CDS Model (competitiveness-differentiation-sustainability), which was developed using design management concepts. The objective was to identify and evaluate indicators in a company that sells coffee and baked goods, employing the mentioned tool to perform a situational diagnostic. The study is characterized as applied research, exploratory research and case study. Data were collected through interviews as well as through systematic and asystematic observation. The study identified strengths and weaknesses in the company, leading to the construction of a portfolio of strategic and operational initiatives to improve competitiveness, differentiation and sustainability.