GETTING SUCCESS WITH USING DESIGN AS A KEY ELEMENT:
CASE STUDY OF TURKISH FURNITURE COMPANY: “DERIN”

Since last decade, Turkish trademark globalization and success by using design has gained importance in Turkey. This paper investigates the process of being a global trade mark through using design as a key element by purposely examining design management strategies of a Turkish furniture company, “Derin”.  Derin is as old as thirty years and has become a well-known, respectful company in Turkey by implementing a successful design management strategy.

Turkey is a lately industrialized country; “design” is a ten years word in the market. The paper questioned whether being a global brand and achieving success with using design are possible. What might be hinges behind it:  technological reasoning, cultural background, design networks are questioned.

This case study draws attention to the role of design and efficient design management strategies in furniture industry, by going through the history of Derin. The paper points out the milestones in the path that lead to becoming a worldwide known brand from small furniture shop.