Design is a key element in the development process of products; it has a sustainable impact on either success or failure. Design is not just an aesthetic discipline, but rather an economic criterion. For the fourth time in a row, the Hollenegger Design Talks will take place in July this year. Over the course of two days, it will be explored how companies handle design and how design can be integrated into existing business strategies. By discussing three (best practice) examples in detail, their key to sucessful cooperations between designers and companies will be presented.