Purpose – The purpose of this paper is to present a critical literature review on design management. Design/methodology/approach – The map of the field is based on the analysing the chain of associations between the papers (Latour, 1987). The strategy for this review is informed by the methodology described by Callon et al. (1986) on following the construction of the arguments. The first search was conducted in EBESCO and Web of Science looking for papers dealing with design management; “design management”; innovat* and design* in the management, including title, keywords and abstract. It resulted in 8,216 articles that were exported and downloaded in a database. Findings – Five groups emerged: design as rational decision making, industrial design, managing as designing, design as proposals of new meaning and design as a network construction. Originality/value – This paper maps the role of designers in innovation and design management literature. Design management is a variegated field of research, and the focus of this paper has been on product design in business and management literature. To begin with, the research philosophy which was inferred by analysing the preferred methodology in the papers belonging to five perspectives was analysed, and the ontology, essence, metaphysics delineated. Then, a map of the field of on the role of designers was proposed. The author concluded with a reflection of a possible research agenda in design management, focussing on investigating the role of designers in transformational economies, such as Vietnam