This article brings a strategy designed to set guidelines to increase competitiveness in the Brazilian industry. In order to achieve the proposed goal, this work has conducted the diagnosis of the design process in five companies that develop consumer goods. The diagnosis listed critical success factors for effective innovation management, which were essential for implementing mechanisms oriented to the development of innovative solutions for products and services. In addition, an indicator system was developed to assess the competitiveness of each company. To date, it was found that the required efforts to increase competitiveness through innovative product design management must have a well-defined strategy of integration between processes and intervening agents before the start of the project.