Vita

Rodrigo Martínez is Director of the Master’s Degree in Strategic Design and Principal Researcher of Deusto Design Research Group at the University of Deusto. He did his doctorate in Design and received a PhD for his research on the creation of identities in design, their role in competitive strategy and for the creation of a diagnosis and an action plan for positioning Spanish design. In the past ten years, Rodrigo has combined his teaching and research activities with the implementation of projects in collaboration with companies. He has published many articles about the creation of a culture of design and the strategic relevance of design in organizations. (February 2021)