Competitive by design

Walsh, Vivien; Roy, Robin and Bruce, Margaret (1988). Competitive by design. Journal of Marketing Management, 4(2) pp. 201–216.



This paper is concerned with the role of design in the competitiveness of manufacturing companies and reports on design management in commercially successful firms. The findings are based on a survey of design policies and practices in over one hundred British and foreign firms, ranging from furniture to electronics. The paper shows that while in theory design plays a key role in competition, influencing both 'price' and 'non-price' factors, in practice managers do noy give design a high priority in company strategy and product development. The commercially most successful firms were those that not only invested resources in design and managed it effectively, but had other strengths, for example in marketing and manufacturing.

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