On Elevating Strategic Design Research*

Charles H. Noble

42 citations0/0 files storedJournal of Product Innovation Management

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Business Strategies and Innovation Innovation and Knowledge Management Service and Product Innovation

Abstract

While the popular understanding of the influence of design is growing, academic research has largely been restricted to considering consumer‐level responses to design elements. This paper reviews this past work and proposes a more strategic research agenda for the field, with the potential to explicate linkages between design elements and strategies and outcomes related to innovation and corporate performance.

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1991Firm Resources and Sustained Competitive Advantage 2004Firm resources and sustained competitive advantage 2003Evolving to a New Dominant Logic for Marketing 1995The Comparative Advantage Theory of Competition 1995Seeking the Ideal Form: Product Design and Consumer Response 1998Organizing for Radical Product Innovation: The Overlooked Role of Willingness to Cannibalize 2008Delight by Design: The Role of Hedonic Versus Utilitarian Benefits 1987Marketing's Interaction with Other Functional Units: A Conceptual Framework and Empirical Evidence

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