DESIGN: A POWERFUL BUT NEGLECTED STRATEGIC TOOL

Philip Kotler · G. Alexander Rath

452 citations0/0 files storedJournal of Business Strategy

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Business Strategies and Innovation Management and Organizational Practices Corporate Identity and Reputation

Abstract

Design is a potent strategic tool that companies can use to gain a sustainable competitive advantage. Yet most companies neglect design as a strategy tool. What they don't realize is that good design can enhance products, environment, communications, and corporate identity.

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1974Atmospherics as a Marketing Tool

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1995The role of strategic alliances in high‐technology new product development 2004The Impact of Industrial Design Effectiveness on Corporate Financial Performance *2007Innovation Spaces: Towards a Framework for Understanding the Role of the Physical Environment in Innovation 2009Designing Visual Recognition for the Brand*2005Embodied Cognition and New Product Design: Changing Product Form to Influence Brand Categorization *2008Cyclical Clusters in Global Circuits: Overlapping Spaces in Furniture Trade Fairs 2009Investment in Design and Firm Performance: The Mediating Role of Design Management*1987What makes a new product a winner: * Success factors at the project level.*

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