Aligning Strategy and Design Perspectives: A Framework of Design’s Strategic Contributions

Stevens, John and Moultrie, James (2011) Aligning Strategy and Design Perspectives: A Framework of Design’s Strategic Contributions. The Design Journal, 14 (4). pp. 475-500. ISSN 1460-6925

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Official URL: http://dx.doi.org/10.2752/175630611X13091688930525

Abstract

Many aspects of strategic importance can be influenced through effective use of design. An integrated, holistic application of skilled design resources can make important contributions to competitive advantage. Identifying such contributions elicits a framework useful for clarifying the concept of ‘strategic design’ in general terms, and for describing design’s use in specific organizations. This paper presents such a framework and descriptions of two contrasting firms, based on interviews with designers and others in design-related roles in each. These demonstrate differing approaches to the use of design as a strategic resource, and how such a framework helps identify and describe them.

Item Type: Article
Uncontrolled Keywords: design value, strategic vision, communication, strategy formulation, strategy implementation
Subjects: N200 Management studies
W200 Design studies
W900 Others in Creative Arts and Design
Department: Faculties > Arts, Design and Social Sciences > School of Design > Design
Faculties > Arts, Design and Social Sciences > School of Design > Design
Faculties > Arts, Design and Social Sciences > School of Design > Design
Depositing User: John Stevens
Date Deposited: 12 Mar 2012 10:26
Last Modified: 10 May 2017 11:36
URI: http://nrl.northumbria.ac.uk/id/eprint/5605

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