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| Author: | Lorenz, C. |
| Title: | Harnessing design as a strategic resource |
| Journal: | Long Range Planning
1994 : OCT, VOL 27:5, p. 73-84 |
| Index terms: | INDUSTRIAL DESIGN STRATEGIC MANAGEMENT STRATEGIC PLANNING |
| Language: | eng |
| Abstract: | A growing body of companies all over the world have discovered that industrial design can be a much more powerful weapon - strategically as well as operationally - than they had ever suspected. But behind the new organizational awareness of design lies a set of paradoxes. For instance, if its commercial power is so manifest, why so many managers still fail to recognize it? Why have so many failed to give it sufficient weight within the organization? Most companies still need to undertake a voyage of executive discovery about the various potential roles which design can play in strategy. |
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