A Design-Based Model of Strategic Change

Abstract

Past studies have emphasized the role played by product design and corporate identity for defining and reinforcing a company's strategy. In recent years, however, the dominance of strategic models focused on positioning within the industry structure or on the endowment of resources has moved attention away from the design process and its link with strategic renewal. In this paper, we analyze the relations between design activities and strategic planning, building on the experience of companies like bang & olufsen, alessi, zanussi and oticon, whose attention towards product design is witnessed both by their success on the market as well as numerous awards conferred. After having briefly set out the theme in the context of the changes in the dominant schools of thought in the strategy field, we shall propose a general conceptual framework, supported by references from the cases studied.

Keywords: design, corporate identity, innovation, strategic renewal, new product development

JEL Classification: M30, M19