haku: @author West, D. / yhteensä: 12
viite: 5 / 12
| Tekijä: | Drew, S. West, D. |
| Otsikko: | Design and Competitive Advantage: Strategies for Market Acceptance |
| Lehti: | Journal of General Management
2003 : WINTER, VOL. 28:2, p. 58-74 |
| Asiasana: | COMPETITIVE ADVANTAGE DESIGN MANAGEMENT STRATEGY MARKET ORIENTATION |
| Kieli: | eng |
| Tiivistelmä: | The authors answer the questions when a business should keep the existing design strategy and when it should introduce something radical; Having introduced something radical, what the essentials to making it a success are. This paper will examine the nature of design, its role in strategy, and the essentials of using design for competitive advantage. The key to managing design is to understand whether a company' s design strategy is Status Quo, Straggler, Runner or Molder. Each strategic option has different characteristics and tactics. The foremost position is that of dominant Molder in the marketplace. However, one of the greatest problems of design is that it is an intangible and, so, the benefits are difficult to quantify. The authors state many managers find it hard to measure and evaluate the quality of design. |
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