Title: The relationship between design and corporate strategies

Authors: Joe Kasten

Addresses: Box F1831, School of Business, Bernard M. Baruch College, The City University of New York, 17 Lexington Avenue, New York, 10010, USA

Abstract: This paper seeks to explore the relationship between the strategies of the design group and that of the corporation as a whole. In doing so, consistent definitions of design and design strategy are established. The current literature is then surveyed to determine the state of the research on the topic. Several propositions are then offered regarding the relationships between certain aspects of design strategy and three well-known generic strategies. Finally, directions for future research are outlined.

Keywords: design strategy; corporate strategy; technology strategy; product design; business strategy.

DOI: 10.1504/IJMPT.1996.036346

International Journal of Materials and Product Technology, 1996 Vol.11 No.5/6, pp.477 - 492

Published online: 02 Nov 2010 *

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