Exploring the Chief Design Officer’s Role Through Academic-Industry Collaboration

The role of design in corporate strategy is increasingly recognized as a catalyst for innovation, competitive differentiation, and organizational growth. This study explores the integration of design leadership, design thinking, and academic-industry collaboration as strategic enablers for business per- formance. Conducted within the Project in Product Design II (PDP II) at the Universidade de Aveiro, in partnership with Revigrés, a Portuguese ceramic tile manufacturer, the initiative served as a prototype for examining the role of the Chief Design Officer (CDO) in managing design processes and aligning them with business objectives.This study contributes to the discourse on design leadership by demonstrating how companies can embed design methodologies within corporate structures. Future research should examine the long-term impact of design governance, internal advocacy, and academic-industry partnerships in scaling design-led innovation within business environments.